Goodyear Launches £2 million Ad Campaign
Goodyear has spent in excess of £2 million on launching its new RunOnFlat campaign to the UK media. The manufacturer has also hired a Hollywood director to deliver its first television advertising campaign for ten years.
Motorists will be able to view the new TV commercial from the 1st June. The advert was created by Leagas Delaney, London, and shot in Australia by Alex Proyas, director of last year’s Hollywood blockbuster I Robot. The advert will run in 16 European countries and kicks off an advertising campaign which includes TV and print advertising, public relations, and web and in-store activities in Goodyear’s 500 Hi-Q fitting centres.
The television ad, the focus of the UK campaign, features the first tyre on the moon, the first tyre to travel at 600mph and RunOnFlat, “the tyre that a puncture can’t stop.” Shot running through urban streets, a large nail punctures the tyre however it keeps going, negotiating both traffic and pedestrians, explains the manufacturer.
The TV campaign will also be supported by an extensive print campaign. Tyres & Accessories published one of the manufacturer’s new adverts, with the tag line “Goodyear. Because not all tyres are the same,” on the front cover of last month’s magazine. The manufacturer also plans to focus on weekend supplements to reach audiences in their family environment as well as consumer motoring titles.
Paul Joosten, Goodyear brand director Europe, Middle East and Africa, explains: “Targeting consumers, the campaign shows Goodyear’s commitment to a technology that could change everyone’s life. It represents Goodyear’s largest communications investment for more than a decade and aims to raise public awareness of the RunOnFlat technology: the most important innovation in tyre safety technology since the introduction of the radial. It will bring safety, security and peace of mind to drivers across Europe.”