We decided to talk directly to our target group (clients and dealers) by sending them a rather unique Jack in the Box. A box containing icons that represent the “dangers” drivers usually face as a scary surprise on the road. But in our case we revealed the surprise beforehand by making the Jack in the Box transparent.

To demonstrate this we left the road and went someplace surprising. Germany’s gateway to the world: Hamburg harbour. Our medium: the famous paddle wheel steamer. We transformed its paddle wheel into a giant tire. With EfficientGrip on board, our new harbour tour set sail.

The Goodyear paddle wheel steamer was not only a well-liked visitor attraction at the Hamburg harbor, but was also covered on countless blogs and media channels, including most of Germany’s popular newspapers.