2013 Winners & Shortlists

BEAT THE HEAT

Short List
BrandGOODYEAR
Product/ServiceTYRES
EntrantUM DUBAI, UNITED ARAB EMIRATES
CategoryUSE OF STANDARD OUTDOOR
Media Agency UM DUBAI, UNITED ARAB EMIRATES
Entrant Company UM DUBAI, UNITED ARAB EMIRATES
Media Agency 2 UM DUBAI, UNITED ARAB EMIRATES

Results and Effectiveness

Spontaneous brand awareness increased by 10 Points. Ad Awareness jumped from 24 to 67 points. 64% of respondents recalled the outdoor ads. Source: “Goodyear campaign effectiveness report” GFK Middle East, October 2012

Creative Execution

We created 2 digital temperature displays that measured the temperature of the road as opposed to regular air temperature. As a result, a normal daytime road temp of 62 degree celcius comes as a major revelation and a surprise element to the commuters and reinforces the message of using the right tires. This makes a direct connection to Goodyear and drives home the message that Goodyear tires are specifically engineered to beat the heat. A bridge banner and a large hoarding on one of the highest traffic roads, the Sheikh Zayed Road (approx 500,000 commuters daily) were used to display the 'road temperature' along with the brand message. The displays attracted the attention of the commuters that drove underneath or alongside, through the bright display board and die-cut thermometer.

Insights, Strategy and the Idea

Goodyear intended to reinforce the message that Goodyear tires are engineered to beat the heat. In extreme climates of the UAE, the temperature of the road is anywhere between 12 - 20 degrees higher than the normal air temperature, which people do not inherently perceive. We orchestrated a unique way, specifically utilizing Outdoor medium, to create awareness of the dangers of the hot climate, and its effect on tires in the UAE.

Credits

Name Company Role
Irfan Ibrahim UM Media Director
Frederic Salloum UM Senior Media Planner
Jithesh Kumar UM Operations Director
Navid Hussain UM Operations Manager