Bridgestone-Beaver

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Bridgestone-Beaver

  1. 1. Christy Buck, Kelsey Galen, KoliciaHedgepeth, LaShanti Penn<br />
  2. 2. Presents: CARMA<br />
  3. 3. Client/Brand: Bridgestone Tires <br />Brand Positioning Statement: Emphasize on the importance of their tires including safety and reliability.<br />
  4. 4. Background/Overview<br />There is a projected market increase for tires in 2011.<br />Tires are a need…<br />Bridgestone is the official tire of the NFL.<br />
  5. 5. Objectives/Purpose of the Ad<br />Bridgestone tires are the most reliable tires on the market and consumers should purchase this over the competition.<br />Target Audience<br />Anyone who drives a motor vehicle.<br />Age: 25-70<br />
  6. 6. The most important thing we want to say…………….<br />Bridgestone is more than just a brand; we have your safety concerns in all weather conditions.<br />
  7. 7. Rational <br />Any person that drives a vehicle needs reliable tires.<br />Emotional<br />Fear- Physical endangerment if your tires malfunction<br />Humor-Use humor to avoid the overuse of fear/risk of an accident <br />Love-Build love of brand<br />
  8. 8. Mandatory elements, helpful information & insights<br />Bridgestone is the official tire of the NFL and the Super Bowl is the most popular game. Make sure to advertise this sponsorship<br />In past Bridgestone Super Bowl ads, a scene has the car slamming on brakes abruptly to demonstrate the effectiveness of the tires.<br />Last year’s “whale of a tale” ad was very popular and used an animal to create a humorous and emotional response.<br />
  9. 9. Was the ad successful?YES!<br />USA Today<br />Advertising Age<br />Ranked # 9<br />Ad Meter Score 7.44<br />1000 Facebook Likes<br />Awarded most creative use of an animal<br />Joan Rivers “It was a feel-good commercial”<br /><ul><li>Best Liked Rating #2 with an Index of 171
  10. 10. Had a low recall rate</li></li></ul><li>Super Bowl Advertisement<br />30 second spot<br />4th Quarter<br />4th pod break including:<br /><ul><li>Go Daddy-Silly
  11. 11. Volkswagen-Black Beetle</li></ul>Averaging $3 million in price<br />
  12. 12. Other Communication Components<br />Website at the end of the advertisement<br /><ul><li>http://www.bridgestonetire.com/superbowl/</li></li></ul><li>What We Would Change…<br />Advertising<br />IMC<br />Low Recall<br />Include more Bridgestone logos or symbols<br />Create a fan page for Waldo the Beaver<br />Provide an alternate ending to the commercial allowing the viewers to pick the outcome<br />

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