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New Bridgestone tyre campaign puts focus squarely on safety

Sep, 22 2014

New ad campaign

Bridgestone, the world’s largest tyre manufacturer is launching a new advertising campaign that puts the focus resolutely back on the issue of safety.

Under the claim, “There is only one part of your car’s safety systems that actually touches the road”, the latest campaign is part of an overarching multi-channel campaign aimed at reinforcing Bridgestone’s brand values and, in particular, its dedication to driver and passenger safety. Check out the campaign here.

A Fully Integrated Campaign
The integrated multimedia campaign will be highly visible via a wide variety of channels including TV, press, online and outdoor coverage throughout Europe. Building on Bridgestone’s strong links to the world of sports, new TV advertisements will be progressively launched, linking sports and tyre performance.

The new corporate spot will focus on the importance of tyres as the “only safety system [in your car] which touches the road”. As a premium brand, Bridgestone’s ambition is to raise awareness among end-users on how crucial tyres are on every vehicle, which is why they are “Engineered with your safety in mind”. 

This corporate campaign will be supported by product spots with the solutions it offers to different types of end-users. To be rolled out end of 2014 are the winter and wet safety performance spots, respectively showcasing the flagship Blizzak LM001 winter and the Turanza T001 touring tyres. The first will focus on winter safety and grip by creating a parallel between winter driving and downhill skiing whereas the second will draw a parallel between wet grip performance and swimming.

Unconventional camera angles, high-tech modelling techniques and a dynamic combination of both slow-motion and high-speed footage combine to create a striking and visually appealing TV spot that clearly reinforces the campaign’s core safety message. Driving with tyres that are in good condition and adapted to the road and weather conditions should therefore be a top priority.

At the Heart of Bridgestone’s Strategy
Jake Rønsholt, Managing Director of the Consumer Business Unit at Bridgestone Europe: “We aimed to demonstrate the benefits of Bridgestone tyres in an emotional way, linked to our  sponsorships and delivering on the Bridgestone corporate signature ‘Your Journey, Our Passion’. Carrying out a Customer Segmentation study last year in the main European markets, it became overwhelmingly clear that the number one concern for customers is safety under all conditions, with 43% of surveyed customers citing this as the main criteria for their tyre purchases. With this in mind, we came up with a new visual campaign that helps put safety performance into perspective in a language that is universal – through sports.”

Indeed, Bridgestone is dedicated to delivering the highest possible standards of safety in all road and weather conditions, in all regions of the world and at all times of the year. Which is why Bridgestone’s winter/wet performance tyre ranges stand on equal footing with its other premium products and forms an integral part of the brand’s overall strategy. Integrating state-of-the-art tread designs and materials engineering technology, Bridgestone’s latest generation of tyres set new standards for grip, manoeuvrability and reliability, even in extreme conditions.

The Bridgestone brand campaign will be launched  as an integrated cross-channel campaign across six markets (UK, Germany, France, Italy, Spain & Poland) in September/October. The strategy and planning was done by UM (Universal McCann), who are responsible for media strategy in the European markets. The media plan includes a wide variety of channels with a joint TV and video approach to build up reach and interaction. Additionally, there will be broad Out of Home activities including innovative special formats, eye-catching online-executions and print support.

About UM
UM (Universal McCann; Holding IPG New York) is one of the top ten media agencies and manages international and national clients, such as A.T.U, BASF, Bridgestone, Brown-Forman, DekaBank, Engelhard Arzneimittel, FRoSTA, GALERIA Kaufhof, General Mills, Hunkemöller, Intersport, Media Markt, Penny, South African Tourism, Toys’R’us und ZURICH Versicherung. Alongside the central location in Frankfurt/Main there are agencies in Hamburg, Nuremberg and Munich.