A launch that helped Bridgestone beat its sales targets
Monaco, January 2016 – Traditionally targeting the automotive media, Bridgestone wanted to also directly engage consumer audiences for the first time with the launch of DriveGuard (tyres which allow motorists to maintain control after a puncture and safely continue driving for up to 50 miles at up to 50 mph).
PPR Worldwide was tasked with creating a European launch campaign that was unlike anything Bridgestone had done before, and brought alive the reality that ‘there’s a puncture waiting with your name on it.’
We developed a launch that addressed the issues that affect consumers from getting a puncture in a new way. Based on the insight that 60% of drivers in Europe have experienced a puncture in the last 4 years, leading to feelings of helplessness and insecurity, we created a launch that effectively communicated to B2B and lifestyle media as well as sales training. The event, in Monaco, was designed to be both informative and entertaining. It included technical information for automotive media as well as covering wider themes of safety and security in an intriguing way that appeals to consumer media. In order for journalists and dealers to experience the emotions of getting a puncture in the real world, we took them on a simple yet vivid journey through the Tunnel of Concern; creating a dark and dramatic atmosphere of unexpected experiences such as blasts of cold air, noisy traffic sounds and a vibrating ground.
Our results speak for themselves, with 420+ pieces of coverage secured from event attendees, reaching over 138 million people. The event also spiked social media activity on Twitter, Facebook and Instagram, reaching over 11 million people.
Bridgestone’s DriveGuard sales targets for the first six months were achieved in only two months.