the extra mile
A meaningful, timely and empathetic response to the Covid-19 pandemic.
With the emergence of the Covid-19 pandemic, brands were scrambling to address the situation and reassure their customers. Yokohama was no exception, and with streets quickly emptying, we were tasked to find a relevant and sensitive response.
hero video
Strategy &
planning
Assessing budget, timeframe, sensitivity and resources, we pitched "The Extra Mile" - a social activation that identifies and celebrates frontline and essential workers during the Covid-19 pandemic. Using Yokohama's large inventory, we gave back through tire donations - making up the for the extra miles these heroes drove to keep Canadians safe. The production of a hero video led the campaign into market, and our urgent timeline resulted in planning and executing its production alongside all campaign deliverables including: outreach, briefing and negotiation with strategic partners, social content design, copywriting, developing and testing national contest page.
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​Since Covid-19 halted live-action production opportunities, we placed emphasis on our storytelling, script and soundtrack dedicating dozens of hours to finding the most emotional and authentic footage possible. A meticulous review and feedback period, produced a hero piece that felt natural, uplifting and relevant to Yokohama and Canadian culture.
Digital Contest
Using Facebook and Woobox technology, we crafted a shareable contest page that any Canadian could access regardless of their social media presence. To ensure high-quality entries and avoid spam,​ we asked participants to share details about their nomination, a tactic that let our team connect, confirm and share inspiring stories. Our fully functional contest page was developed, tested, finalized and featured on the Yokohama website in less than 7 days.
Methods & Activities
Qualitative Content Audit
Content Development
Card Sorting for Information Architecture
Low & Mid Fidelity Wireframing
Prototyping of Core Tasks
Summative Usabiity Testing
UI & Design System Development​​​
Web & Social Content
Developing a completely unique visual treatment and copy deck we skinned each of Yokohama's social channels and crafted graphic templates for outgoing content related to the campaign. With no paid media spend, relied on a heavily planned, organic content strategy that promoted the campaign. In-feed posts, social stories, highlights, reminders, last-calls, submissions and hero features were all factored into an actionable deck and used to brief client and community managers.
Methods & Activities
Qualitative Content Audit
Content Development
Card Sorting for Information Architecture
Low & Mid Fidelity Wireframing
Prototyping of Core Tasks
Summative Usabiity Testing
UI & Design System Development​​​
RESULTS
Our journey began when Covid-19 took a turn for the worse in mid March. By quickly developing a response to the crisis and receiving a green light, we were given a ten day window to plan and develop the entire campaign.
A complete takeover of Yokohama's social channels including visual treatment and messaging along with a
1-min hero launch video and fully functional national contest all created, tested and executed in 10 days.