The problem: No one cares about tyres, right?
Our research told us that people just don’t care about tyres. For Bridgestone, awareness was not converting into purchase intent and over 70% of purchase decisions were being made by dealers inside dealerships.
But they do care about staying safe and on track on life’s journey. We disrupted a notoriously low-interest category to make Bridgestone’s brand more relevant and distinctive through their Worldwide Olympic Partnership, and to use that inspiration to help people change their own lives for the better.