Product Brand Development Campaign of the Year 2006

While Goodyear was pleased with the response and sales after it launched its newest family of tires, Assurance with ComforTred Technology and Assurance with TripleTred Technology, it felt that awareness of the product could be expanded beyond the field of tire and automotive experts. Since industry and tire insiders already embraced Assurance, the long-range marketing strategy turned to building the pool of potential consumers by delivering easy-to-understand messages about the products' benefits. This marked a change for the company, which had done no product-focused advertising or communication in five years, and had not launched a significant product in over 10.

The choice was made to focus on Assurance with TripleTred Technology, and increase the product's visibility in a way that was as different as the tire itself. The objective was to use the tire's most distinctive feature – its tread design – as the hook for non-tire or automotive media. By having the tread pattern appear where it was least expected, attention would be drawn to it, opening the door for mainstream media.

The answer to where to place the design came in the form of NBA basketball player Richard Hamilton's head. Hamilton typically wore his hair in braided cornrows which could be done to copy the tire's pattern, and his playing style matched the qualities of the product itself: confident maneuvering, terrific handling, and great performance in any condition. He also played for the Detroit Pistons, whose home is the automotive capital of America.

After months of conversations, Hamilton agreed, and the stage was set.

Hamilton arrived at Madison Square Garden on January 29 with his hair styled in the Assurance pattern, and media in attendance were contacted regarding this prior to the game. MSG Network did a segment during the game telecast on the hairstyle, which included a split screen showing the player and the tire. E-mails were immediately sent to national media contacts regarding the project, and continued over the following days.

The coverage was far-reaching, including Bloomberg News, which ran a wire story with a photo, and a color photo on page one of USA Today's sports section. The project far surpassed expectations, as coverage of the event reached an audience of 16 million during that week. Company earnings had a $35 million first-quarter improvement for Goodyear North American Tire, and Assurance has become the best-selling new product in Goodyear's 107-year history.

Fortune 500 giant Sealed Air Corporation enlisted Weber Shandwick to help create a corporate identity while raising awareness of its flagship product, Bubble Wrap. The public's creation of the unbranded, grassroots Bubble Wrap Appreciation Day increased the brand's problem of being considered just a generic item. But the team secured coverage of the Bubble Wrap brand, capitalizing on national interest in the holiday and positioning the company as an innovative global packaging leader. A VNR and b-roll package secured 158 placements, including coverage in eight out of 10 top media markets. The team then leveraged news of the product to raise the profile of CEO Bill Hickey during earnings, ultimately boosting the stock price of the company, and fueling its first billion-dollar quarter.

Edelman and Unilever-Dove
Dove Campaign For Real Beauty

Euro RSCG Life PR and Hill's Pet Nutrition
People & Pets Exercising Together (P-PET)

The Goodyear Tire and Rubber Co. and Goodyear/North American Tire
Goodyear's Richard Hamilton Project

Weber Shandwick and Sealed Air
Making a Household Name "Pop"

Weber Shandwick and Dunkin' Donuts
Hole-y Matrimony at Dunkin' Donuts