THE UNSURPRISING JACK IN THE BOX
| Title | THE UNSURPRISING JACK IN THE BOX |
| Brand | GOODYEAR DUNLOP |
| Product/Service | EFFICIENTGRIP PERFORMANCE |
| Category |
C02. CARS & AUTOMOTIVE SERVICES |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
Credits
| Andreas Pauli |
Chief Creative Officer |
| Andeas Laeufer |
Executive Creative Director |
| Gabriel Mattar |
Creative Director |
| Axel Tischer |
Creative Director |
| Rodrigo Linhares |
Copywriter |
| Felipe Cury |
Art Director |
| Marcel Günthel |
Designer |
| Matthias Muller |
Agency Producer |
| Andy Hannan |
Producer |
The Brief
The objective was to impact dealers and potential consumers with an uncommon piece of communication that could in one hand communicate the braking performance of the EfficientGrip Performance and on the other hand keep the easiness approach towards safety from Goodyear - Made To Feel Good positioning.
Creative Execution
Dealers and consumers are skeptical about the classic tire ads and mailings, the Unsurprising Jack In The Box was a piece of advertising that delivered the message every tire talks about - shorter braking distance - in a total new way, therefore we had a 10% increase in sales than in previous years.
Describe the creative solution to the brief/objective.
The creative solution was to go beyond the classic mailing, we decided for a rather unique approach - a Transparent Jack In the Box. To portrait the braking power we replaced the classic clown inside the box for icons that represent the “dangers” drivers usually face as a scary surprise on the road. But in our case we revealed the surprise beforehand by making the Jack in the Box transparent.
Results
10% increase in sales, mailings are now part of dealers desk and the ROI was 2,5% better than expected, worth mentioning in a year were all the other players decrease 8-10%.