To do this, the iconic Goodyear blimp was leveraged, and as a result, immediate growth was realized.
Akron, OH (Vocus) October 16, 2008
Akron-based hfa (Hitchcock Fleming & Associates Inc.), along with The Goodyear Tire & Rubber Company, has been honored with a bronze Automotive Products & Service Effie Award for its marketing role on the Goodyear Get there® campaign.
Goodyear and its agencies McCann Erickson New York, Coyne Public Relations, Wunderman and MPG were also honored for this campaign.
Effie Awards are presented to client and agency teams that creatively address marketplace challenges with strategic insights that engage target audiences.
"The goal was to create a distinctive campaign that defined a unique position, conveyed industry leadership and engaged consumers," said Keith Busch, hfa's vice president of client services and business development. "To do this, the iconic Goodyear blimp was leveraged, and as a result, immediate growth was realized."
Using research, which revealed that the Goodyear blimp promotes high brand recognition, hfa and Goodyear's fellow agencies created the fully integrated brand and product campaign that revived the admired Goodyear blimp and introduced two likable pilots. Making its debut at the 2007 Daytona 500, the Get there® campaign utilized television, Web and in-store elements that captured consumer interest and led to brand growth.
In addition to collaborating with agencies to develop strategic campaign plans, hfa developed supporting campaign elements. These included interactive, point-of-sale and dealer communication pieces that reinforced the Get there® campaign and communicated the brand essence.
Elements of the campaign included interactive placement on sites such as Google, Yahoo and http://www.weather.com; event placement throughout the NCAA men's basketball tournament; and television placement on shows such as American Idol™, Lost and Without a Trace.
In its first year, the campaign generated six billion impressions, 202 million adults and 91 percent of Americans received Goodyear messaging at least three times.
"At hfa, we thrive on collaborative efforts," Busch said. "We are fortunate to have clients such as Goodyear and collaborative partner agencies such as McCann Erickson."
A full-service marketing communications firm, hfa holds this high honor with other Effie awardees such as BBDO; Mindshare; Ogilvy & Mather; Saatchi & Saatchi; and Y & R New York.
About the Effie Awards
The Effie Awards honor the most significant achievement in marketing communications: ideas that work. Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of marketing communication that contribute to a brand's success. Any marketing medium is eligible for an Effie, as long as results are proven, including Print, TV, Radio, Outdoor, Internet, Guerrilla, Digital, Package Design, Events, Street Teams, PR, Paid or Unpaid Media. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the annual World Effie Festival, the Global Effie, the EURO Effie, Effie Asia Pacific (Effie APAC) and more than 35 national Effie programs. For more details, visit http://www.effie.org.
hfa (Hitchcock Fleming & Associates Inc.) is a full-service marketing communications agency specializing in retail, consumer, industrial, government, building products and business-to-business clients. Established in 1940, hfa's clients include The Goodyear Tire & Rubber Company, one of the world's largest tire companies; Carter Lumber and its more than 200 stores; Tremco, North America's premier provider of comprehensive facility management solutions; KraftMaid, one of the nation's largest cabinetry manufacturers; Therma-Tru®, America's leading brand of fiberglass entry doors; and the City of Akron, Ohio. hfa's expertise encompasses branding, research, strategic planning, public relations and media. Whether working in print, broadcast or Web formats via The BuzzwerksTM interactive division, hfa cuts through communications clutter to make a client's message resonate. To learn more, please visit http://www.teamhfa.com and http://www.thebuzzwerks.com.
Hitchcock Fleming & Associates Inc.
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