“The ADDY Awards are the largest and most competitive in the creative industry,” says Alan Holtschneider, Yokohama’s manager of advertising, promotions and events. “Being recognized by the AAF is truly an achievement because the judging was based on creativity and effective messaging. And since there were no gold winners in the category, Yokohama essentially took the top prize in mobile marketing.”
The Explorer app was designed by the tire maker’s ad agency, Kovel/Fuller, and is free to consumers on iTunes. It features videos and information on the technology behind the tire lines: ADVAN, GEOLANDAR, AVID, ENVigor, S.drive and the orange oil- infused dB Super E-spec all have their respective sections for users to explore. There is information on tire compounds, tread design and construction, along with a “Tireology” section and fun facts about tires.
The regional ADDY Awards are the first of a three- tiered national competition, which annually attract more than 60,000 entries in local competitions. ADDYs recognize and reward creative excellence in the art of advertising, graphic design and web design. The national finals are June 4 in San Diego.
For more information, visit www.yokohamatire.com.
