How hfa Earned Street Cred For Goodyear®
- 19% Increase in sales on the Goodyear Credit Card in December 2016 alone
- 7.7% Overall increase in sales on the Goodyear Credit Card in 2016
Sales on the Goodyear Credit Card were being threatened by pressure from the competition. Due to inconsistent communication, consumers lacked awareness of all the card's benefits, and dealers lacked motivation to promote the card's use. hfa was challenged with coming up with a compelling and cohesive story for the card and putting together a plan to re-launch it in a big way.
Today's consumers are apprehensive about opening another line of credit, and current card owners were using the card only for their initial tire purchase and never using it again. Additionally, a competitive audit of other private-label credit cards revealed that the landscape trended toward rational, feature/benefit messaging that failed to make an emotional connection.
hfa developed a bold campaign to re-launch the Goodyear Credit Card under the theme “Street Cred.” Using unique, heroic photography and a streamlined messaging strategy, the campaign connected emotionally with consumers, making the application process less intimidating and the card's many benefits easy to understand. A comprehensive touchpoint plan, with executions for both consumers and dealers, ensured that the right message was received at the right time and led consumers through their purchase journeys.