Goodyear goes Outdoor

By Devesh Gupta , afaqs!, New Delhi | In OOH News | November 26, 2014
The tyre brand has taken the outdoor route to promote its latest technology tyre which goes for 80 km even after it is punctured or flat.

Goodyear India, the tyre manufacturing company, has launched an OOH campaign titled 'RunOnFlat' to promote its new cutting-edge technology that allows cars continued mobility after a puncture or complete loss of tyre pressure.

This new tyre engineering allows tyres to hold the car for up to 80 km with no air pressure.

The brand took the OOH route to promote the technology. It has used large billboards in Delhi and Mumbai and created a look-alike structure of roads with nails and other pointed stuff on which the larger-than-life car tyres move front and back seamlessly.

The campaign, started in early November, is running till now. The idea was spread with the catchline 'Stop for Nothing. Not Even A Flat Tyre.' Your safety matters!

The category (tyre) has a very strong connect with the road; hence outdoor as a medium strategically works well.

Nabendu Bhattacharya

Nabendu Bhattacharya, MD, Milestone Brandcom, says, "The idea was to showcase that these tyres work well even when there is no air pressure in them. The selection of the outdoor medium is a strategic one as most people in the urban areas spend a significant amount of time on the road travelling (office to home & back, meetings and so on)."

The tyres are meant for the high range cars and have been created with the insight that the consumer on the road should not deviate from their plans even if there is a flat tyre.

The new tyres prevent people from being stranded alone when they could not spot help and the car tyres have been punctured, or have to ask people to push their cars or in the middle of the traffic when everyone else around is in hurry and honking.

Goodyear's presence in India is over 90 years old, with two plants, one each in Ballabgarh and Aurangabad. In the passenger car segment, Goodyear India supplies tyres to many of the leading Original Equipment Manufacturers. Goodyear India has also been a pioneer in introducing tubeless radial tyres in this segment.

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