To create a remarkable effect, we have booked a hoarding and a bridge banner in key locations on the busiest highway in Dubai, the Sheikh Zayed Road. While showcasing the 'Beat the Heat' communication, we brought it to life by adding a thermometer that shows what the actual road temperature in real-time, which is around 12-20 degrees Celsius higher than the regular air temperature. Thus capturing the attention and educating the target audience, ensuring that the message of using the right tires is well received. As a result, a road temperature reading 62 degrees for example, comes as a major revelation to the commuters ensuring that the message of using the right tires is well received.

The results were higher than expected for this campaign. The spontaneous brand awareness increased by 10 points, Ad awareness increased from 24 to 67 points, and 64% of the respondents had recalled the Goodyear 'Beat the Heat' ads (source: 'Goodyear campaign effectiveness report' GFK Middle East, October 2012.)