Google Automotive Newsletter (Q1/2012) reports that Bridgestone’s Google Display Network safety and winter tyre campaign is its N° 1 case study for an internet campaign in the automotive market in 2011. The innovative Bridgestone campaign, carried out in collaboration with media agency PHD Germany, ran in major European countries and scored on awareness and reach with around 1 billion ad impressions over the year and up to 380% incremental visitors to the Bridgestone website.
“Bridgestone was successful because it combined a good creative approach with the latest digital media techniques” said Pierre Brennecke, Corporate Communication & Advertising, Bridgestone Europe.
The objective of the campaign was to build awareness of Bridgestone winter tyres and the importance of tyres in road safety. The creative approach featured a range of messages and formats tied in with real-life situations – such as the weather forecast for winter tyre safety – and made use of various targeting options such as contextual, placement and topic targeting.
The campaign was carried through to the Bridgestone website. When visitors clicked through, they encountered the same message as the one they had seen on the Google network. A consumer contest then helped to prolong their visit to the site.
“Bridgestone managed to outperform its targets in terms of reach and cost-per-thousand through making best use of the tools available” said Mr. Brennecke.
About Bridgestone Europe
Bridgestone Europe (BSEU), with European headquarters in Brussels, Belgium, is a key regional subsidiary of Tokyo-based Bridgestone Corporation, the world’s largest manufacturer of tyres and other rubber products. Bridgestone Europe operates an R&D center, 8 plants and offices in more than 30 European countries, with over 13,000 employees. BSEU’s premium tyres are sold both within Europe and globally.