Goodyear “Road Therapy”
campaign strategy Background ”Road Therapy“ ImplementJuly－September Campaign TVC # 1: “Race” Communication“Goodyear Tire drives your emotional transformation through enhanced driving experience.” How this slogan to be perceived through the idea.Concept ImplementingperceptibleImage-reading EravisualizationInternet EraConnect with meEvery day I drive to work will go through a a slight rise, when I speed up to over it, the car will leap slightly.That little excitement makes my day,
that little bump is now the thing I look to everyday.—— The true felling of a C4L ownerTemperature，Heartbeat，Expression，BodyEmotional change would be reflected on a variety of external signs, so as to be awareness.“Road Therapy” leading people to associate road with the ECG ECG
(emotion expression)Road
(driving experience carrier )Turn the concept into
Perceptible
Visible
&
a communication carrier that is connected with meECG(electrocardiography) Maintain idea carrier of Goodyear “Road Therapy”“Goodyear ECG”
Visual sampleConnect emotion to roadGoodyear name the road：
Eg：xx Highway－excited graph
xx Lake road－healing graph
xx Mountain road－extreme graph Connect emotion to productExclusive Tire Tracks －
collect ECG to make itCommunication continuityCan be use in different year and different phase as communication theme Connect to product benefitDifferent drive experience on different road
Product detail benefit extendConnect emotion to road
(can be implement as a off line road experience)Goodyear Journey Of The Heart－Exciting road
(flotation tire／all type tire product placement)Goodyear Journey Of The Heart－Healing road
(mute & fuel saving city tire product placement)Goodyear Journey Of The Heart－Delight road
(mute sport tire product placement)Goodyear Journey Of The Heart－Exciting road
(flotation tire／all type tire product placement)Collect personal ECGExclusive Tire Tracks －
collect ECG to make itVIP “ECG” individual badgeConnect emotion to productSport event－national ECG
(five star complex，five star VIP club，five star service，five star sales)Chinese Spring Festival－Family gathering road
(way home sales ＋free High-speed service area tire monitoring maintenance)business women－your unordinary road
(perfect travelling route)Communication continuity
(Implement in different theme)business women－your unordinary road
(perfect travelling route)Connect to product benefitConnect tire capability to different road drive experience
(mute/grip/sport/antiskid)Test drive
(co－branding with auto brand)Viral Video conquer your heart
(90° ECG Challenge)Phase Theme Communication
”Race”July – September Phase InsightBusy at work VS kid’s summer vocation Go for rest with kid VS holiday is rare Balance family and businessFeel guilty about telling lies like
“next time when papa was free”Extend InsightRethinking
“your white lies ”
warm upRelive Pain PointUnique tacit understanding between father and son help father express his love to kids
“ECG resonance between father and son”Offer SuggestionCtrip＋Autohome.com
“road of emotional resonance”
Road trip planCreative idea “Goodyear ECG”
implement in communication Road Therapy－
road of emotional resonanceExecution Strategy Warm up－
Father’s day
Social PR
Feel guilty
White lie
What kids need is just accompany
Kids addicted to e-game because of the leak of fatherhood. Communication continuity
July-AugustSocial PR＋TVC
Deep down, Dad always love you.
Goodyear “Road Therapy”
Media special event
Father and son’s road trip
H5 for ECG resonanceFollow up
SeptemberContents gathering
Goodyear ECG／road gathering
BBC／car club activity
Road trip＋free product test
Story shareSales
Father and son together get discount／free tire monitoring maintenance／interact machineFather’s day
SOCIAL PR
-comic contentStreet interviewing
- father's "lies"Road Therapy
Goodyear ECG resonanceH5
1, Test father and son’s
Heart beat rate 2, Calculate how much percent that father and son’s heart beat rate are match3, Road trip route suggest
(win the travel coupon)Media Special Event
(Ctrip + Auto media）H5 scan QR-code to get travel couponCollect different customer‘s Goodyear ECGRoad trip
Guide bookIn-store SaleFather and son come together get discount
Free tire monitoring maintenance
Interative Machine
Ctrip couponStory shareFather and son’s story sharingWin road tripFree travelFree TireFree Tire lending
Tire TestSpecial road
Product TestDiscount Return Tire
Or
Buy with discountCar Club／BBS
(Goodyear Journey Of The Heart product test)To be Continued…
