The brief was to support the launch of the new Run on Flat tyre, increase awareness of Goodyear and drives sales. They were briefed to develop an integrated campaign with in-store POS and ambient activity. They wanted to communicate the proposition of a tyre that keeps on going after a puncture, in an intriguing and unusual way. Most communications surrounding the launch of a new tyre are only in dealerships, however we wanted to expose a wider audience to Goodyear. They created a fake plastic knife that was placed onto the wheel arches of cars using suction pads giving the impression that the knife tip was embedded into the tyre. (This was attention-grabbingly real from 2m or more.) The ROF knife was distributed in car parks and around the vicinity of dealerships.
Agency: Claydon Heeley, United Kingdom.