Goodyear Tyres
Pumping up a tired brand
Background
The Goodyear tyre brand was the standard tyre on the Model T Ford in 1907 and in 1970 was the first tyre on the moon. The Goodyear brand built it’s reputation through continuous innovation and in1916 was the world’s largest tyre company. In 2004, Goodyear appointed Traffic to help regain the lost awareness, trust an confidence in the Goodyear tyre brand.
Strategy
The arrival of cheap imported tyres into Australia created massive discounting of trusted brands which influenced customer decision making. Traffic used the line “One revolution ahead’ to describe how Goodyear’s safety and reliability track record over many decades meant it was a brand you could trust whatever the terrain or driving style. Product launches included Goodyear Excellence, Goodyear Eagle, F1 Asymmetric and Wrangler.
Solution
Traffic developed B2B and B2C campaigns as Goodyear tyres were sold to competitive retailers as well as company owned networks Beaurepaires and Goodyear Autocare. Wholesale and retail sales increased and succeeded in fighting the impact of cheap imported tyres with aTraffic retail concept which has now been adopted by the industry because it was so successful. The concept was first launched by Goodyear Autocare in 2006 – “Buy 4 tyres – Pay for 3”
