| Title | ENJOY THE RAIN |
| Brand | GOODYEAR |
| Product/Service | TIRES |
| Category |
A04. Promotional Item Design |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
Credits
| Andreas Pauli |
Leo Burnett |
Chief Creative Officer |
| Hans Juergen Kaemmerer |
Leo Burnett |
Creative Director |
| Daniela Ewald |
Leo Burnett |
Creative Director |
| Joerg Hoffmann |
Leo Burnett |
Creative Director |
| Benjamin Merkel |
Leo Burnett |
Copywriter |
| Helge Kniess |
Leo Burnett |
Art Director |
| Netti Weber |
Leo Burnett |
Agency Producer |
| Michael Meisen |
|
Photographer |
Brief Explanation
Our target group consists firstly of fleet managers and decision-makers in business and on the other from top customers, which expect highest quality, safety and performance not only in the choice of the vehicle, but also in the tires.
The Brief
To remind drivers that Goodyear tires allow them to enjoy rain and wet weather to the fullest.
How the final design was conceived
To communicate this we have bottled a very special type of water: Rainwater from Tasmania. Cleaner and purer than mineral or spring water. Bottled in a special flask. Packaged in genuine tire rubber and secured with steel wheel bolts. For a select target group. Strictly limited. Sent out in a mailing and placed in automotive showrooms.
Indication of how successful the outcome was in the market
Enjoy the rain" flask was a very special and limited mailing of 200 pieces, which were sent out to top key account tire dealers. It was also displayed at selected automobile showrooms. Some of the bottles found the way to collectors of Goodyear items and became coveted design objects. All in all we received very positive feedback, but can't provide any "hard figures".