Tag: Point of sale

Goodyear Eagle F1 Test Drive

Goodyear does not try to “tell” you that a tire grips better. They stage a test drive that makes you feel it.

A customer walks into a Goodyear retail store expecting the usual sales conversation. Instead, a salesman offers a test drive. The customer gets into a performance car with what looks like a normal driver. Then the drive turns into a controlled, choreographed, Hollywood-grade demonstration. The driver is a disguised stunt professional. The “test route” includes conditions that exaggerate what traction and control actually mean when things get unpredictable.

That single choice is the unlock. The product story is no longer a brochure. It is an experience.

The idea in one line

Goodyear turns a retail test drive into entertainment that proves performance.

Why this works so well

Most tire marketing struggles with the same problem. Performance is hard to visualize until you are already in a situation where you need it. “Better grip” sounds like every other claim until something slips.

This activation removes that abstraction by doing three things at once:

  1. It makes proof visible.
    The story is designed around moments where traction and handling show up as a physical result. You do not need to understand tread compounds to understand what you just felt.
  2. It creates real human reaction.
    A staged product demo can feel like a stunt. A real customer reaction makes it believable, and shareable, at the same time.
  3. It anchors the brand in the point of sale.
    This is not a distant TV spot. The narrative starts inside the tire store. The purchase context is baked into the content, so the jump from awareness to intent is shorter.

The “retail first” storytelling pattern

A lot of experiential marketing starts with spectacle, then tries to connect it back to the product.

This one starts with the most ordinary commercial moment. A customer is about to buy tires. Then the experience expands outward. That sequencing matters, because it keeps the brand motive clear. This is not adrenaline for its own sake. It is a dramatic way to demonstrate a benefit that is otherwise invisible.

If you are a brand leader trying to justify experiential investment, this is a useful blueprint. It is not “brand theater.” It is a product demonstration that happens to be entertaining enough to travel.

What to borrow if you run marketing or commerce

Design for “proof moments,” not messages

Write down the one thing a customer must believe for your product to win. Then ask what they would need to see, feel, or experience for that belief to become non-negotiable.

Build the experience around the buying context

Placing the opening scene in a retail outlet removes friction. The story is already where the decision happens. For many categories, that is the most underrated advantage.

Treat the camera as a distribution strategy

The activation is designed to be filmed. Multiple angles. Real people. A sequence that escalates. In practice, the video becomes the scalable media layer on top of a physical stunt.

Make the customer the hero, not the brand

The most memorable part is not a feature list. It is the reaction. The brand earns attention by giving the customer an experience worth talking about.

The deeper point

This is a category where functional proof usually loses to price promotions and familiarity. Goodyear flips that by turning functional proof into an event.

It is a reminder that “performance marketing” does not always mean dashboards and retargeting. Sometimes it means engineering a moment where the product benefit cannot be unseen.

A few fast answers before you act

What is the campaign actually demonstrating?

It demonstrates traction and handling in exaggerated all-season conditions, so the benefit becomes tangible.

Why stage it in a retail store instead of a track?

Because the purchase decision lives in retail. The story starts where intent is highest.

What makes this feel credible instead of gimmicky?

Real customer reactions plus a clear link between the stunts and the product promise. The entertainment serves the proof.

What is the repeatable lesson for other categories?

Find your “invisible benefit” and create a safe, dramatic way to make it visible, then film it for scale.

When does this approach fail?

When the experience is spectacle with no causal link to a product benefit. If you cannot explain what is being proven, you are buying attention, not belief.

Mammogram Tags: What a Person Can Miss

A lingerie purchase. A beep at the exit. A message you cannot ignore

A woman buys a bra in a busy H&M store in central Warsaw. She heads for the exit. The security gate beeps, like it does when something is wrong, and everyone turns their head.

Then the twist lands. The “problem” is not theft. It is a special tag added to the purchase, designed to trigger the gate and force a second look at what you are carrying, and what you might be missing.

How it works: a mammogram metaphor built into the store’s own infrastructure

Most women know breast self-examination, and many see it as “good enough”, even if they do it irregularly. The Polish Federation of Cancer Survivors wanted to disrupt that assumption with a simple line. “What a person can miss the machine will find”. The aim was to get more women to sign up for regular mammogram scanning.

The mechanic explains itself. A shop assistant adds the special tag to a bra purchase. The gate beeps on the way out. The tag copy then connects the feeling of “something is wrong” to the idea of early detection, and provides a fast path to book a mammogram appointment.

In mass retail and FMCG environments, point-of-sale public health activations work best when they use an existing habit and environment cue, then translate it into a single, unavoidable moment of attention.

Why it lands: it turns “I already check” into doubt, without lecturing

This is not a scare poster. It is a physical interruption at the exact moment a woman is already thinking about bras and bodies. The beep creates instant relevance and social visibility, then the message supplies the explanation and next step.

Mammogram scanning here refers to screening mammography, an imaging test designed to detect abnormalities that manual self-examination can miss.

The intent: change behaviour, not just awareness

The campaign targets a specific behavioural gap. Women believed self-checks were sufficient, so they delayed or skipped mammograms. This activation reframes the choice as a capability gap. humans miss things. machines catch them.

The initiative was supported by the Federation of Amazonki, the Ministry of Health and the Oncology Center in Warsaw. H&M hosted the action because it naturally reaches a wide age range, from teenagers to women in their fifties and sixties.

What to steal if you are designing a health nudge in retail

  • Use a familiar signal. The security gate beep already means “pay attention”. You borrow that meaning instantly.
  • Make the explanation self-contained. The tag is the media unit. No staff briefing needed to “sell” it.
  • Choose the moment with maximum relevance. Bra shopping is context. The message becomes harder to dismiss.
  • Design the next step to be frictionless. The tag points to how to book, while motivation is highest.

In the campaign write-up at the time, the team reported 330 tags given away in 2 days, 1,650 unique visitors to the site, and a 10% lift in phone calls versus the pre-action period. It also described a longer tail effect when women later heard similar beeps in other stores.

A few fast answers before you act

What is “What a person can miss the machine will find”?

It is a Polish breast cancer awareness activation that uses a special retail tag on bra purchases to trigger a security gate beep, then explains why mammogram screening can detect what self-exams may miss, and how to book an appointment.

Why use a store security gate as the medium?

The beep is an automatic attention cue with social visibility. It creates an instant “something is wrong” moment, which the tag reinterprets as “something could be missed”, making the health message relevant without needing a lecture.

What is the key behavioural shift it targets?

It challenges the belief that self-examination is sufficient and nudges women toward regular mammography by reframing detection as a machine advantage, not a personal diligence issue.