Car Racing: a national passion combined with Goodyear’s urban, daring and exciting communication.Using multidisciplinary communication platforms aligned with the advertising campaign: Online; Viral; Guerilla; PR; Events; Endomarketing; Retail Relationship.All linked to a main promotional concept in order to increase sales + brand residual;600 official points of purchase all around the country. The consumer buys a Goodyear Tire Set, wins a personalized and exclusive t-shirt;An official car + Stockcar Pilots were gathered at the Interlagos Speedway; Tires covered with textile ink; cars printing the tire’s stripes in 35000 t-shirts. 9 months of campaign, 12 Stockcar rounds.

Adrenaline even in the outcome:Brand recall through spontaneous media and broadcasting by the leader tv Network in Brazil, Rede Globo.Impact of 83% in sales increase.Sponsorship contract renewed for 2 more years.