Jeremy Singer

Jeremy SingerJeremy SingerJeremy SingerJeremy Singer
  • Work
  • About

Jeremy Singer

Jeremy SingerJeremy SingerJeremy Singer
  • Work
  • About

Yokohama Tire: Shaving Seconds

TL;DR We wanted to remind a motorsports category that people, not the car, made performance happen. So we launched a video documentary campaign that told the story of an underdog racing team and their trials of perseverance to achieve speed. It helped increase YoY search behaviour by almost 200%.

THE MARKETING ASK: Close the gap on brand consideration by increasing visibility of Yokohama Tire’s 2019 sponsorship of the annual “Porsche GT3 Cup by Yokohama” racing series in Canada.


THE COMMUNICATIONS CHALLENGE: Motorsports racing viewers in Canada had grown exhausted of watching cars.


  • Social listening research indicated the category in Canada was on a decline — audiences were continuing to become disengaged from the GT3 Cup event, and other motorsports events across the country.
  • When we analyzed the negative sentiment, it indicated that fans were tired of the predictable glorification of the car and its lap stats. 
  • If less racing fans were tuning into these events, then our sponsorship would have less visibility to begin with. 


THE UNLOCK: Without people, it’s all just metal and rubber.


  • When we analyzed the desires of a modern motorsports fan, research showed that the top reason they originally became fans was because of the “competitive human spirit."
  • This synced well with Yokohama’s existing DNA of caring about the human craft at all levels of its driving designs.


THE STRATEGIC OPPORTUNITY: Celebrate the role of people to make-or-break a race. 


THE CAMPAIGN IDEA: Shaving Seconds


A documentary-led video campaign that profiled an underdog racing team’s journey leading up to the 2019 GT3 Cup, showing the degree of team-work required from driver, to technicians, to coaches, to achieve speed. The campaign also immersed fans during the GT3 Cup weekend,

allowing audiences to get a first-hand angle of being in the driver’s seat during hot laps, as well as meet and greets with the racing teams.


THE RESULTS:


  1. 417% YoY increase in GT3 Cup brand conversations
  2. 47% YoY increase in positive sentiment
  3. Near 200% increase in YoY search behaviour


Link: https://vimeo.com/3764363

Copyright © 2020 Jeremy Singer - All Rights Reserved.

jeremy@jeremysinger.ca

This website uses cookies.

We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.

Accept