Goodyear Monsoon campaign rains good returns

Goodyear ongoing digital campaign has been a huge success among the consumers. The month long campaign was run selectively on GDN (Google Display Network) and Facebook to deliver a maximum reach among the targeted audience. In keeping with the dynamics of the medium the creatives was refreshed throughout the campaign to connect with today’s consumer.

The campaign highlights the special features of the Assurance TripleMax tyre. The all-weather tyre, claimedly, has a superior braking ability which stops two meter shorter than any other tyre in the market in wet conditions.

Sunil Sharma, Head for Marketing (Consumer), Goodyear elaborates on objectives behind the campaign, “There were two prime objectives of this campaign. Firstly, through our creative strategy, we wanted to communicate the core proposition and benefits of the product and be relevant considering the seasonal topicality (monsoon).

Secondly, we aimed to reach out to our targeted segment through our media strategy, employing a “precision marketing” approach over “carpet bombing” approach.”

With the monsoon one of the basic problems faced by every Indian is inadequate road infrastructure, India present truly challenging driving conditions, especially during the monsoon. Taking this in consideration the campaign highlighted not only the special features of the product but it also had to face a number of challenges while conceptualizing this concept.

Elaborating on the different challenges faced by them he says “The first was that tyres generally belong to the low-involvement category, unlike fashion, gadgets, or even the auto industry. The tyre purchase cycle only opens up when consumers are specifically looking for a tyre change. Other than this window, there is only a small community of auto enthusiasts who are consistently interested in this category. Secondly, ATM is a tyre that has been launched on the safety platform with superior braking as its core proposition, backed by independent testing. The need was then to bring alive through the creatives its superior braking proposition and the fact that it stops two meters shorter than other tyres in wet conditions.”

The campaign was done on the digital platform, as it is an effective platform to engage with the audiences since it is an active viewing medium. Secondly, people behind the campaign knew that the consumer they are looking at targeting are more active on the digital space. Talking about how the responses on this campaign he says, “I’m glad to say that response has been extremely positive and encouraging. We have met our campaign reach target, and sales volumes for ATM have also seen an upward trend since the implementation of the campaign.”

To be more connected with the consumers Goodyear has also focused on the importance of Consumers feedback. They have created a website where consumers have the chance to voice their feedback on the product range that they have experienced so far.

With a number of good things happening for them this year, what are the targets that they have set for themselves in the coming year? He responds, “We hope to grow the category by building awareness on the role that tyres play in the overall driving experience and help consumers better understand the differences between our own offerings.”