AGENCY: IDN France
CLIENT NAME: Bridgestone
The Truck division of Bridgestone asked the agency to create an integrated campaign to launch their new warranty for busnesses : 100% Retreadable (retrading on Bridgestone and Firestone quarranted at 100%).
In order to make this new and unique guarrantee emerge among target audience (transport companies), the agency firstly enphasised on giving it a real identity, certifying its authenticity and giving it more impact power.
Then, the message has been centered around a central insight for transport companies : cost-efficiency.
The name of the warranty :
100% Rechapable 100% Rentable = 100% Retradable, 100% Profitable
The message “Roulez, rechapez, rentabilisez” = Drive, Retread, make profits”
Media strategy : Two comittements
Going toward target audience and involve salesforce
– An press campaign in specialized magazines
– A digital tool for salesforce to understand every advantages of this warranty and make them increase sales.
The warranty label and message has been spreaded to the hole Europe and became referent for each country agency.
Retreading of Bridgestone and Firestone tyres increased by 30%
Tyre sales up to 12%
Market shares : +1,5%
Challenger position of Bridgestone consolidated
Brand image on item “Alternative brand” increased by 32%
Advertising campaign in Magazines
POS print tools and information