Goodyear: EAGLE F1 CONTROL FREAK

Credits & Description:

Advertiser: GOODYEAR
Agency: GSD&M
Category: Best Online Advertising in a Promotional Campaign
Advertising campaign: EAGLE F1 CONTROL FREAK
Account Service: Ashley Silversmith (GSD&M)
Producer: Alex More (Logan)
Director: Ben Conrad (Logan)
Experience/Insights: Ellen Kolsto (GSD&M)
Creative Director/Writer: Lara Bridger (GSD&M)
Executive Producer: Laura Busino (GSD&M)
Director Of Photography: Matthew Baker (Logan)
Production Designer: Matthew Holt (Logan)
Head Of Production: Lindsay Bodanza (Logan)
Associate Creative Director/Writer: Nik Bristow (GSD&M)
Producer: Cassandra Wilkinson (Logan)
Executive Creative Director: Jay Russell (GSD&M)
Editing: Tae Erskine (Logan)
Editing: Volkert Besseling (Logan)
Art Buyer: Kelly Hopkins (GSD&M)
Executive Producer: Matthew Marquis (Logan)
Line Producer: Michael Angelos (Logan)
Account Service: Soni Lang (GSD&M)
Creative Director/Art Director: Tim Eger (GSD&M)
Creative Director/Art Director: Will Chau (GSD&M)

Relevancy
A tire test drive, to let customers for the first time experience the benefits before purchase, is the only true way to prove to consumers what it’s capable of. No sales pitch alone was going to change the stigma Goodyear had with performance car enthusiasts of being the 'tire for the masses'. And the only way to fully test tires to their limits is to hire a professional stunt driver who does it for a living. The only problem is getting sane people into a car with a stunt driver. So we figured we’d leave that part out.

Outcome
The response from our unsuspecting passengers and the and the online car community alike was overwhelmingly positive with over 64,000 facebook likes and over 250,000 youTube hits in the first two weeks, without a dime of broadcast or online media support. Eagle tires have also been selling well, but immediate tire sales aren't the only factor. In this category, where buyers will purchase the product once every several years, we’ve managed to gain back some respect for the brand from future tire buyers who will for the first time bring Goodyear into their consideration bracket when the time comes.

Implementation
With so much hesitation this small segment has for Goodyear, they weren’t going to believe a standard sales pitch. Our solution was to get people to experience what the Eagle F1’s are capable of for themselves by setting up the first 'tire test drive.' What we didn’t tell these unsuspecting customers, however, is that to really test the tires to their limits, we brought in an undercover Hollywood stunt driver. Our goal was to change a few minds in person while at the same time getting some attention from car blogs where our target audience naturally spends time.

Client Brief Or Objective
Goodyear was launching their newest high-end performance tire, the Eagle F1 All-Season. The only problem is that the high-end performance car crowd doesn’t even consider Goodyear when looking to buy premium tires. As it turns out, when you’re known for making tires for just about everyone, from minivan moms to truck drivers to everyday commuters, you lose a little street cred with driving enthusiasts. So how can we cost-efficiently pinpoint this very small, premium car segment and convince them that Goodyear has created the ultimate all-season tire?