Wanting to create something completely unique to other tyre launches, the global company looked to reflect its core values of control and creativity whilst showing off the tyre and it’s distinctive tread.
Partnering with contemporary British artist Ian Cook, the team created a piece of art using the tyre as the basis, capturing the development on film and ending with a real ‘wow’ moment.
The video was viewed nearly 1 million views across social channels in the first two weeks (975k), and reached over 2.5million people in its first month. The final concept was also covered by the likes of the BBC, The Drum and LBB.
Goodyear’s Eagle F1 Asymmetric 3 website page received a 77% increase in visitors on launch day, with 12% of visitors directly visiting from Facebook.