When it comes to marketing tyres and making them appealing and entertaining, many manufacturers turn to world famous football teams or shoot action commercials that wouldn’t look out of place in the latest James Bond movie.
Yet Goodyear tyres have scooped a coveted award in China after turning to a trio of cute rubber ducks and the “Singing in the Rain” tune to promote Goodyear Assurance TripleMax tyre, which is designed to deliver significantly shorter braking distances, particularly when driving on wet roads.
Now the “Enjoy the rain” campaign commercial has been honoured as “One of the World’s 50 Best PR Programs” at the 2014 Global SABRE Awards, winning the Specialist Audience: Marketing to Men category.
More than 1.3 million Goodyear-branded yellow rubber ducks were distributed to drivers in six major cities across China and by scanning a QR code on the rubber duck, audiences connected to a mobile website with comprehensive information about the new tyre.
In addition to the distribution of the rubber ducks, the Goodyear campaign was anchored by an ‘Enjoy the Rain’ music video of a driver happily dancing in the rain with yellow rubber ducks – it received more than 13 million views online!