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 EMEA (Europe, Middle East and Africa)
Bridgestone EMEA, with headquarters in Brussels, Belgium, is a wholly owned subsidiary of Tokyo-based Bridgestone Corporation, the world’s largest tyre and rubber company. Bridgestone EMEA operates in more than 60 countries and has over 18200 employees. Across the region it has 14 tyre and tyre related plants, a major R&D Centre and a proving ground. Bridgestone EMEA’s premium tyres are sold in Europe, Middle East, Africa and globally.