Client/Brand: Bridgestone Tires Brand Positioning Statement: Emphasize on the importance of their tires including safety and reliability.
Background/Overview There is a projected market increase for tires in 2011. Tires are a need… Bridgestone is the official tire of the NFL.
Objectives/Purpose of the Ad Bridgestone tires are the most reliable tires on the market and consumers should purchase this over the competition. Target Audience Anyone who drives a motor vehicle. Age: 25-70
The most important thing we want to say……………. Bridgestone is more than just a brand; we have your safety concerns in all weather conditions.
Rational Any person that drives a vehicle needs reliable tires. Emotional Fear- Physical endangerment if your tires malfunction Humor-Use humor to avoid the overuse of fear/risk of an accident Love-Build love of brand
Mandatory elements, helpful information & insights Bridgestone is the official tire of the NFL and the Super Bowl is the most popular game. Make sure to advertise this sponsorship In past Bridgestone Super Bowl ads, a scene has the car slamming on brakes abruptly to demonstrate the effectiveness of the tires. Last year’s “whale of a tale” ad was very popular and used an animal to create a humorous and emotional response.
Was the ad successful?YES! USA Today Advertising Age Ranked # 9 Ad Meter Score 7.44 1000 Facebook Likes Awarded most creative use of an animal Joan Rivers “It was a feel-good commercial”
Other Communication Components Website at the end of the advertisement
What We Would Change… Advertising IMC Low Recall Include more Bridgestone logos or symbols Create a fan page for Waldo the Beaver Provide an alternate ending to the commercial allowing the viewers to pick the outcome