Eagle F1 Asymmetric

Skive was introduced to Goodyear through Leagus Delaney and pitched a proposal to support the new Goodyear Eagle F1 Asymmetric Tyre above-the-line campaign with a Pan-European destination microsite.

This online destination needed to be a platform for consumers to learn more about the product and benefits. Information needed to be delivered with the underlining messages of safety and performance, and to demonstrate the technological innovation.

This is the first time that Goodyear developed an interactive microsite to promote a new product.

The campaign needed to challenge people’s perception that all tyres are the same, and position Goodyear as an industry leading innovator in tyre technologies.

Skive adapted an idea from Leagus Delaney, utilising a 3D human avatar as a guide to introduce 'the science' in the form of a Goodyear product development expert, nicknamed 'Jim' — a cross between 'Stig' from Top Gear and 'Q' from the Bond movies.

Jim invites users to take a tour of his high-tech laboratory or to play 'Cornering With Confidence', an immersive 3D Shockwave game where you can experience the tyre’s performance and are challenged to tackle the windiest roads in Europe.

In the lab - designed and modelled in 3D and imported into Flash — you can find out about the product and the history of the brand through rich media content, and view and download the two specially made viral videos.

The site was originally to be developed in 5 languages but this mushroomed into 13 as more markets wanted to participate.

The interactive game alone drove over 1.5 million users to the site, with no seeding budget.