DEFINING HOW A "FRIENDLY CHALLENGER" WALKS AND TALKS

‍

The challenge:

‍

Develop the brand voice for AndGo, by Goodyear. AndGo, a new service platform for Next Gen. fleets that powerfully combines predictive software, skilled technicians, and national care hubs.

‍

The voice needed to be purposeful- able to pinpoint key issues, provide industry perspective and connect the dots between people, partners and solutions. Equally important, it had to express the hands-on culture and innovative mentality at the heart of the AndGo brand.

‍

‍

The approach:  

‍

Using a knowing, yet friendly tone that centered on fleet manager needs, we set out to own the themes they most cared about: boosting business, building, standards and personalized, right-time service from top technicians.

‍

Why it worked:

‍

The inclusive, motivating tone shows an understanding the challenges and decisions fleet managers face daily and offers a way forward. It’s been effective because it’s informed, empathetic and constructive, without pretending to have all the answers, making AndGo a believable partner.

‍

Here are some examples of the brand voice in action:

‍

Owler Hook:
Learning and staying on voice is often like learning a new language. We asked ourselves throughout, did we zero in on key questions that need answers? Have we offered a point of view or solution that is every bit as easy and seamless as what we promise? Are we helping to tackle and remove complexity? Are we staying conversational and high touch? If not, were off-brand. For the AndGo teams we created a starter kit of comms. materials from brand videos to social media drip campaigns intended to strengthen communications across every  touchpoint in the system.

‍