The communication goal(s)
The “winter tyre” sector was growing in Turkey, but its importance was not well understood.
The sector needed a hero, so Bridgestone introduced the LM 25.
They wanted to be the brand to free Turkish drivers from their “ball and chains”.
Innovative Media Strategy
Show how your innovative media strategy represents a new, consumer insights based approach, gaining extra receptivity for the brand's message and strengthening the brand's connections with consumers.
In Turkey, public transport is a rare concept. For most, roads are essential.
Winter means snow, sleet, ice…and traffic chaos!
Media creates panic, cars get stuck, drivers take risks, and Turkey…comes to a halt!
The only help at hand was inconsistent and unreliable weather forecasts. So we came to the rescue, and positioned Bridgestone as the Official Weather Authority* on the Internet.
When hazardous weather was forecast and tracked by anxious consumers, Bridgestone was there. With just with a click, up popped current and forecasted weather in main cities around the world, along with the solution, the hero LM 25!
Engaging Creativity
Show how the media and the message work together to enhance the overall impact of the effort and engage the consumer.
Striking formats were utilised. “Advertorial” News Flashes grabbed attention and informed consumers about Bridgestone’s innovative winter tyres and its weather service.
Our ingenious desktop application was the icing on the cake. “Dynamic banners” – a first in Turkey, enabled consumers to trial the special downloadable software.
They chose a city, viewed information and watched the banner change accordingly. Nothing deterred the new hero - sleet, snow or ice – the LM25 kept on rolling.
Encompassing the Audience
Show how the media idea travelled across and leveraged the most appropriate touch points.
The internet was chosen to target and cost-effectively reach the ‘smarter’ driver. The plan covered the most popular weather, news sites and download sites on the net.
Banners would link consumers to the official Bridgestone site where they received information about the tyre and could download the free software to their desktop.
Recommendation and word of mouth are valuable in the automotive after-sales sector – so we encouraged consumers to “recommend the software to a friend”.
Effectiveness
Show how the effort maximised the value of the investment and generated marketplace results.
The campaign was aired only when snow was forecast.
In less than 3 weeks, 6,500 had downloaded the software, last count it was 8,000.
The cost, including software development was less than a half page newspaper ad.
The result…54% uplift in sales, well ahead of sector growth of 20%.
