Client: Goodyear
Good All Year with Susie Dent
(An award-winning campaign)
When Goodyear wanted a social media campaign to support the launch of their latest generation All Season Tyre, hooking the creative to our nation’s iconic love-hate relationship with the weather made a whole lot of sense.
Reaching car-lovers, and everyday drivers
Goodyear enjoys consistently high engagement on social, with their target audiences segmented into four car-loving groups.
But the engagements on regular content – although high overall – see the female audience engage much less. Ah-ha, an extra challenge for our campaign…
Accelerating the creative idea
Our insight led to these universal truths…
• We Brits are famously weather-bores (94% of us admit to weather-talk in the last 6 hours)
• We have over 400 words to describe all the weather we get
• Every region of the UK has quirky colloquial weather-words (good for ‘what’s your word for drizzle, Durham?’ kind of engagement)
Then we looked for a universally popular word-expert.
Stop the search. There could be only one. The nation’s favourite lexicographer. Susie Dent.
Her visibility to diverse audiences goes beyond the OG Countdown, to the edgier 8 Out of 10 Cats Does Countdown, as well as her own popular podcast and social following.
At an Oxford University library…
During a day’s filming, we captured Susie describing exactly what some of these weird and wonderful weather words actually meant, and what challenges you’d be facing as a road user.
For example, what to expect if you were to find yourself driving through a thunder-plump, or why you should have no concerns about being out on the road on an utchy kind of day.
Overtaking on social
On the day of campaign launch, Susie Tweeted an introductory clip, pointing her 1 million followers over to the Goodyear channels.
‘Susie’ content then took over Goodyear’s Facebook and Twitter feeds for the following 30 days, sharing one weather word per day.
The results didn’t just rain, they poured
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