2020 EFFIE COMMERCE & SHOPPER AWARDS
“Roll by Goodyear”
“Our Small Step to Help Seas Sparkle”
Marketer: Goodyear Tire and Rubber Co. Agency: Digitas Effie Commerce & Shopper Categories: Category/Aisle Evolution (Winner); Brand Experience (Winner)
Marketer: SC Johnson Agency: TracyLocke Effie Commerce & Shopper Category: Brand Experience (Winner)
With Roll by Goodyear, the Goodyear Tire & Rubber Co. created a completely new tire shopping and installation experience aimed at Millennial and female consumers who favor convenience, efficiency and the ability to shop both online and in-store. The program gives consumers the option of shopping at either RollByGoodyear.com or at a showroom. The program launched with four pilot concept stores in the Washington, D.C., metro area. The small stores are just 400 to 600 square feet designed for product selection, with the actual tire installation happening off-site.
The showrooms present just 20-30 tire selections and feature a vibrant, inviting blue-and-yellow color scheme. In the stores, associates offer three tire suggestions and provide clear pricing to make the process more convenient and transparent than traditional tire shopping. The locations were specifically chosen to be part of lifestyle centers in high-density areas, giving customers the option to drop off their car and go to other, familiar places to shop, dine or work out while their tires are being changed. Customers also have the option of booking online to arrange either for valet service that picks up and returns the car after installation or a mobile van service that installs the tires at the customer’s location of choice. No matter which option is chosen, the installation is accompanied by real-time email or text status updates. Roll by Goodyear was designed to make the time-consuming process of tire installation easier, with stores located within shoppers’ normal environments and a process that’s more appealing to consumers used to conveniences like online shopping and grocery delivery. The initial pilot program was so successful that Goodyear has since expanded from four to nine locations in the Greater D.C. region, as well as to six additional locations across Greater Philadelphia. This article was written using publicly available information.
SC Johnson needed a program to help establish a competitive advantage for Windex in a commoditized, declining category. The company’s challenge was to effectively reach Millennials in an environment marked by competitors trying to do the same. The brand created a program based on research showing that one in three Millennials believe in their own ability to make a big impact, look to brands to help them do so, and act when they feel a personal connection to a cause. To connect with these sustainability-minded consumers, Windex developed the first plastic bottle made of 100% recycled, ocean-bound plastic from a major cleaning brand for its Windex with Vinegar product. To promote the innovation, Windex looked for unexpected partners to engage with shoppers using the mission-oriented theme, “A Small Step to Help Seas Sparkle.” A partnership with Bloomingdale’s showcased the oceanbound plastic bottles as part of the department store chain’s “Good for the Globe” Carousel popup experience, which features two 35-foot-wide video displays in the chain’s New York, San Francisco and Los Angeles stores. In Bloomingdale’s’ iconic New York location, Windex also created a custom aquarium filled with recycled plastic sea creatures in a display window. Actress and environmentalist Malin Akerman additionally made an appearance and talked about it on her social channels. Windex also created a personalized experience in-store with custom bottles depicting the beaches shoppers most wanted to save, and custom Bloomingdale’s shopping bags made of recycled plastic. The event was promoted through digital and social channels and by six influencers. Unique brand experiences at more traditional Windex retailers included an Earth Day effort at Kroger giving away a reusable tote with purchase; programs at Meijer and Target featuring custom brand pages, digital banners, social content, a digital FSI and in-store displays; and promotions at Walmart and Dollar General using interactive signage with QR codes directing shoppers to learn more about SC Johnson’s sustainability efforts. The program effectively engaged shoppers in the brand’s mission to help seas sparkle and was judged a success by metrics that included sales growth, distribution gains and key retailer opportunities. IQ
— Chris Gelbach
— Chris Gelbach
September 2020
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