Bridgestone Americas, the world’s largest tire and rubber company, set out to reach a new audience of tire buyers in a new way. We sought to disrupt the fear-driven tire category and tap into the millennial-mindset via humor and pop culture. To set the brand apart, we created a one-of-a-kind awareness campaign that leverages pop culture to bring it to life. We tapped Emmy-award winning actress and Modern Family star Julie Bowen to kickoff this new campaign and demonstrate how Bridgestone tires help her avoid the worry, frustration and inconvenience associated with a flat tire. We also followed through with a series of other ads that highlighted key attributes of the entire product line like noise control, performance and longevity featuring other well-known celebrities like John McEnroe, Terrence “Pot Roast” Knighton and David Feherty. Social media engagement and an integrated print and marketing campaign, including POP, radio and digital, support the series of broadcast ads. The next round of the campaign is set to launch soon featuring comedic actors Ken Jeong and Will Arnett.
Challenge / Goal
Promote a new line of revolutionary tires, DriveGuard, in a way that would resonate with safety-minded drivers who want to stay in control of their day (namely women/moms).
Outcomes / Stats
Driven record U.S. sales in a flat category
Surpassed key competitors on “total awareness" for the first time ever
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