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Bridgestone-Beaver

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Transcript

  • 1. Christy Buck, Kelsey Galen, KoliciaHedgepeth, LaShanti Penn
  • 2. Presents: CARMA
  • 3. Client/Brand: Bridgestone Tires
    Brand Positioning Statement: Emphasize on the importance of their tires including safety and reliability.
  • 4. Background/Overview
    There is a projected market increase for tires in 2011.
    Tires are a need…
    Bridgestone is the official tire of the NFL.
  • 5. 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
  • 6. The most important thing we want to say…………….
    Bridgestone is more than just a brand; we have your safety concerns in all weather conditions.
  • 7. 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
  • 8. 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.
  • 9. 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”
    • Best Liked Rating #2 with an Index of 171
    • 10. Had a low recall rate
  • Super Bowl Advertisement
    30 second spot
    4th Quarter
    4th pod break including:
    • Go Daddy-Silly
    • 11. Volkswagen-Black Beetle
    Averaging $3 million in price
  • 12. Other Communication Components
    Website at the end of the advertisement
    • http://www.bridgestonetire.com/superbowl/
  • 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