Goodyear Middle East bag Award for 'Best Use of Outdoor' at MENA Cristal Festival

Goodyear Middle East & Africa have bagged an award for 'Best Use of Outdoor' media at MENA Cristal awards. The campaign focused on making drivers aware that tire temperatures can be significantly higher then ambient temperatures on weather forecasts by developing a live digital temperature feed on an outdoor billboard.

The outdoor campaign in April 2012 educated drivers on the 'road temperatures' on the Sheikh Zayed Road Highway in Dubai, UAE where approximately 500,000 people commute daily. Road temperatures can affect tires severely especially during the summer where surface temperatures can be much higher than those forecasted.

Along with an awareness campaign that that was implemented, the Goodyear Middle East team went to great lengths to ensure that their latest Eagle F1 Asymmetric 2 high performance and Efficient Grip SUV tires had been diligently hot weather tested.

“We have always strived for better safety through innovation using the technologies we employ in developing our tires,” commented Ersin Ozkan, Marketing Director at Goodyear Middle East. “But that is not enough; drivers need to be aware of the condition of their tires during hot summer months, and this is what our winning campaign focused on – giving them live information on what is happening on the roads.”

The MENA Cristal Festival 2013 saw both international and regional brands and agencies come together from North African and Middle Eastern countries. The event rewarded the best advertising creations with the famous ‘Cristal’ trophy, which is synonymous with the Cristal Festival in Switzerland.