Milestone Brandcom has created an outdoor campaign for Goodyear India on its latest innovation, RunOnFlat technology.
Goodyear India’s new RunOnFlat technology allows cars continued mobility after a puncture or complete loss of tyre pressure. It allows tyres to hold the car for up to 80 km with no air pressure.
The selection of the outdoor medium is a strategic one. In urban areas, most people spend a significant amount of time on the road travelling (office to home & back, meetings & so on). Moreover, the category (tyre) also has a very strong connect with the road; hence outdoor as a medium strategically fits the context. Any relevant messaging at this point is the real “moment of truth” (talk of a product/ role of product when the consumer is actually consuming the product).
The messaging has also been crafted considering the fact that one also wants to move ahead & do not want to stay put on the road… and most definitely not for a flat tyre. Although traffic cannot be avoided, what can be avoided is getting stuck due to a flat tyre.
