Automotive - Aftermarket
Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, etc.
In 2006, Goodyear found itself in a vice-like grip with unheralded pressures coming from much more aggressive competitors, the emergence of powerful Asian brands, and a labor stoppage that cut production of their tires. Goodyear fought back by re-introducing their iconic blimp, along with two lovable pilots that explained how Goodyear innovations helped to get drivers where they're going. Stated simply, Goodyear helped people "Get there!" The launch of the campaign in February 2007 resulted in immediate increase in market share whose growth doubles that of the industry.
Brand: Goodyear Tire & Rubber
Client: Goodyear Tire & Rubber Company
Agency: McCann Erickson
Dove wanted to gain entry into the "fresh" segment of bars and body washes. Its challenge was how to relate the Dove values. Dove was positioned as gentle fresh in a layered multimedia campaign launched with an ad embedded in "The Apprentice," which garnered huge publicity. The campaign exceeded its sales goal in only seven months with minimum cannibalization of the base brand.
Brand: Dove Cool Moisture
Agency: Ogilvy & Mather Chicago
Trust the Midas Touch
We needed to change deeply held beliefs about Midas and its category. When car owners need a brake job - or any other service - they go where they feel most comfortable. For many car owners that means going to their car dealer or to an independent garage where they have an ongoing relationship. We positioned Midas as a trusted adviser.
Client: Midas International Corporation
Agency: DDB Chicago