Why is this work relevant for Direct?

“Floral shirts” worn during Songkran Festival nationwide, is a colorful shirt, with floral pattern or traditional Thai geometry. Our creative team together with Goodyear brand decide to leverage the existing traditional and enhance it with brand identity to create unique experience.

Background

Goodyear is a tyre brand from America which have been launched in Thailand 53 years ago. Brand would like to show and prove to Thai people and its customers that as a brand, Goodyear has deep understanding of Thai culture and people. And this makes our brand pay special attention to all insights and serve customers’ needs.

Describe the creative idea (30% of vote)

During the Thai New Year or Songkran Festival in Thailand, it is a common tradition for people who come to the big cities to work, going back to their hometown to celebrate the joyful moments of this holiday with their families. Goodyear chose to create deeper connection with Thai people leveraging traditional Floral shirt to Tyre pattern shirt called “tread pattern”. The design is very innovative and fashionable suitable for all generations. We create both online and offline engagement activities to distribute the shirt.

Describe the strategy (20% of vote)

Considering target insight and cultural point, we decided to leverage the seasoned hit like floral shirt to engage with customers through online and offline activities (in-store) for 3 months to gain brand awareness, engagement and eventually brand love. The main engagement activity is through Goodyear facebook channel asking customers to answer some questions, posting or sharing photos with Goodyear product together with #haveagoodyear in order to get the tread pattern shirt.

Describe the execution (20% of vote)

The Tread pattern shirt collection campaign was promoted through online and offline consumer engagement activities. In online, focusing on social media channel. With this approach, we increase brand visibility and brand connection to both current customers and prospects.

List the results (30% of vote)

Tread pattern shirt 150 shirts 2,113,535 reaches 10,543 Likes 264 comments 327 shares

Please tell us about the cultural insight that inspired the work

Songkran Festival is not only representing the color, fun and freshness of playing in the hot water, but also represents the journey home for many people as well. The most unique thing is not just only about splashing water and patching powder, but the colorful floral shirt is unique for this festival. The word flower or floral in Thai pronounced as 'Dok' which is the same sound for the word 'tread' which represents tyre tread. Therefore, this is another link, creative team leverage for this campaign.