Goodyear, in partnership with the Instituto Ayrton Senna, launches campaign ‘Speeding through Education’, presenting the market a limited edition of Eagle Excellence tires AquaMax Ayrton Senna, as 205/55R16.
Available in stores in the Greater São Paulo, the tire bears the signature of the idol engraved on its side and part of the sale will be donated to the Instituto Ayrton Senna, contributing to their educational programs.
The campaign ‘Speeding through Education’ takes place in commemoration of 21 years of the third title of the Ayrton Senna and will last 12 months. During this period, Goodyear also promote to the Institute a licensing social action, contemplating various tires brand marketed in Brazil, which also have reversed part of the revenue to educational programs.
“For Goodyear are extremely pleased to partner with the Instituto Ayrton Senna,” says Jaime Szulc, president of Goodyear for Latin America. “With the project ‘Accelerating the Education’, we intend to contribute to the future of our country, engaging the consumers from identifying with our great idol of Formula 1. ”
“The Goodyear brand has been present in a career of Ayrton and today is on our side in various lawsuits. Accelerating the Education This action is an example of how companies can contribute to social causes through its marketing activities and also helps publicize the cause we advocate, which is education, strengthening work that benefits millions of children and young people each year. Undoubtedly, Goodyear and Ayrton Senna have everything to get ahead, “says Irenaeus Villanoeva Junior, marketing manager of the Institute .
Senna, one of the biggest names in world motorsport, won the Formula 1 season in 1988, 1990 and 1991, the period in which Goodyear was the official tire supplier to the main category of motorsport.
The Eagle Excellence tire AquaMax was chosen to bear the signature of Senna because it is a high-performance Goodyear. With the differential AquaMax TM technology, this model provides better performance on wet roads, a prominent feature of Ayrton Senna, who was always known to be an excellent pilot in adverse conditions. The Eagle Excellence tires AquaMax Ayrton Senna deliver performance 3% higher than in straight aquaplaning, handling 13% higher and 9% higher in the braking test.
Cultural Contest on Social Networks. The campaign ‘Speeding through Education’ will feature a cultural contest in Goodyear’s fanpage on Facebook and Twitter. Participants will compete for kits of licensed Ayrton Senna and the two big winners can visit the Institute and take a picture next to the MacLaren of Senna. For more information visit www.goodyear.com.br
source: © Instituto Ayrton Senna