Goodyear Tire & rubber
GOODyEAr TIrE & rUBBEr CO.
Joseph Viselli Dir.-Goodyear Brand
Marty Kozar Dir.-Mktg. Services
McCAnn ErICkSOn
Craig Markus
Kevin Scher
Tim Dillingham
Greg Lotus
Melissa Schwartz
Exec. VP-Exec. Creative Dir.
Exec. VP-Exec. Group Mngng Dir.
Sr. VP-Sr. Creative Dir.
VP-Sr. Producer
VP-Strategic Planner
MPG
Al Samuelian VP-Acct. Dir.
HITCHCOCk FLEMInG & ASSOCIATES
Keith Busch VP-Client Services, Bus. Devel.
Maggie Harris Team Leader-Acct. Super.
COynE PUBLIC rELATIOnS
WUnDErMAn
GET THErE
In 2006, Goodyear found itself with unheralded pressures coming from much more aggressive competitors, the emergence of
powerful Asian brands and a labor stoppage. Goodyear fought
back by re-introducing its iconic blimp, along with two lovable pilots that explained how Goodyear innovations helped get drivers
where they’re going. Goodyear helped people “Get there!” The
campaign launch resulted in an immediate increase in market
share and growth double that of the industry.
0 2008 EFFIE AWArDS
AUTOMOTIVE – VEHICLES
GOLD WInnEr
Toyota
TOyOTA MOTOr SALES
Kim McCullough Corp. Mgr.-Mktg. Comm.
Steve Jett Natl. Advt. Mgr.
Dawn Ahmed Natl. Truck Mktg. Comm. Mgr.
Brian Smith Corp. Mgr.-Truck, SUV
SAATCHI & SAATCHI LOS AnGELES
Chuck Maguy Group Idea Mgmt. Dir.
Bruce McDermott Brand Integration Group Dir.
Erich Funke Creative Dir.
Marisstella Marinkovic Idea Mgmt. Dir.
Samantha Johnson Comm. Dir.
Ginny Kollewe Group Planning Dir.
TUnDrA LAUnCH
“The Truck That’s Changing It All” aimed to establish the redesigned
2007 Toyota Tundra as a legitimate pickup truck. True truckers
needed to have the ammo to win the bar stool debate. Speaking their language, connecting with them at a local level and
providing dramatic evidence of Tundra’s capabilities contributed
to the campaign’s success. The campaign tripled the number of
domestic full-size pickup replacers and reduced the monthly sales
gap to overtake Dodge as No. 3 in U.S. sales.
