Bridgestone's “Everywhere” campaign

Sep, 10 2013

Bridgestone, the world’s largest tyre manufacturer, is always on the lookout for new, innovative and engaging ways of supporting its customers’ journeys on the road.

Doing exactly that, in less than two months, the new Bridgestone campaign website “Everywhere” has hit over one million visits across Europe. The innovative fun campaign tweaks the Bridgestone corporate slogan Your Journey, Our Passion with an interactive road trip ‘driven by you’.

Jake Ronsholt, General Manager Corporate and Brand Communications, Bridgestone Europe: “Bridgestone is absolutely delighted with the very positive response to our new brand initiative. Tyres are a low-involvement product for many people; with ‘Everywhere’ we want to take the conversation with end-users to a level that is far more relevant for them: their journeys. At the same time we provide entertainment, information and interesting facts. And of course the amplification of our initiative on social media shows how much people are enjoying and valuing the experience.”

The “Everywhere” campaign has been designed for maximum entertainment, interactivity and share-ability with strong links to social media. The campaign revolves around an upbeat video that takes us on an entertaining trip. It invites us to enter contests, play games and have fun along the way. Visitors can win an iPad mini in the weekly contest carried out until 7th October and, starting mid-October, winter lovers can win a one week ski holiday in Val Thorens, France – the highest ski resort in Europe!

JWT International CEO Derek Turner-Smith, the creative agency behind the initiative says: “It’s fantastic to see people across Europe engaging with the brand in such a way. It completely validates our approach to creating innovative solutions that bring brands to life.”

The strong and creative partnership between Bridgestone Europe, JWT who developed and rolled out the concept, and PHD in charge of the media campaign, resulted in a very different and innovative campaign concept. It is no temporary initiative; on the contrary, Bridgestone Europe aims at bonding with the end user throughout the whole year.

Dr. Ivana Uspenski, Account Director of PHD: “Bridgestone agrees that effective seeding which their media agency PHD has driven to the site through Facebook, internet banners and other mechanisms played a key role in building such a heavy hit rate. In the first month of the campaign alone, media activities already generated more than 20,000 new FB fans.”

To be continued…