Bridgestone targets young families with DriveGuard ad campaign

Apr, 07 2016

Additional safety and peace of mind for families on the road

Bridgestone, the number 1 tyre and rubber manufacturer in the world, is activating a European-wide advertising campaign in April behind the launch of its new DriveGuard ‘extended mobility’ tyre. TV, print and digital advertising supported by OOH, cinema & social initiatives explain to family motorists that you do not have to worry anymore about punctures if you drive on Bridgestone DriveGuard tyres. 

Based on the theme that somewhere out there “there’s a puncture waiting with your name on it” the movie demonstrates how Bridgestone DriveGuard tyres can ride with a puncture, allowing you to get to a safe place to have your tyre changed or repaired. The message is delivered through an impressive and emotional film production that follows a mother driving her young children on their journey home. 

“Bridgestone DriveGuard is a unique new product in Europe and the advertising breaks new ground – targeting young families and appealing to modern family values of safety and peace of mind” says Thierry Jupsin, Director Brands Marketing, Bridgestone Europe. 

Safety and convenience 

Bridgestone research shows that 60% of motorists in Europe have had a tyre puncture in the last 4 years1. Bridgestone DriveGuard is now the first tyre of its kind that is not restricted to a factory fitment on specific brands or car models. It can be fitted on almost all cars equipped with a TPMS (Tyre Pressure Monitoring System), now mandatory equipment on all new models in Europe, and offers drivers the ability to continue driving after a puncture for 80 kilometres at up to 80 km/hour,2. With its reinforced sidewalls and proprietary cooling fin technology, Bridgestone DriveGuard tyres give drivers additional peace of mind – reducing the risk of an accident caused by a puncture and avoiding the extremely inconvenient and risky business of changing tyres on the road side. 

 Extracts from Bridgestone’s new DriveGuard advertisement 

Bridgestone by the J Walter Thompson International advertising agency, media planning and buying by UM Germany. 

Derek Turner-Smith (CEO JWT International) commented: “We have here a very involving story about how a puncture will happen to you at some point, so you better be ready. It puts the innovative new Bridgestone tyre right at the centre. I look forward to seeing it make an impact in the market” 

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Media information: G. Meylemans: +32 2 714 68 40 

1 Bridgestone commissioned research conducted by Profacts, 2015 

2 DriveGuard tyres are currently not available for vans. Driving distance after a puncture may vary depending on vehicle load, outside temperature, and when the TPMS is triggered.