With all the top tire models in the Malaysian market being extremely similar in terms of specifications and performance, Bridgestone had to go with a different message to compete with the market leaders. Thus, we focused our marketing effort on making Bridgestone synonymous with ‘safety’.
Brand Awareness Campaigns
Campaigns include the VIP on-board campaign where we emphasised the importance of safety to drivers by focusing on the well-being of their loved-ones. For the campaign, we filmed a series of videos – ‘Here comes the Bride’ for example (shown below), tells the story of an interracial elderly couple, bringing up safety through striking an emotional connection, while at the same time, creating social conversation and interest.
In addition, we also gave out ‘VIP on board’ decals to drivers to promote the importance of safety and at the same time gain on-ground exposure for Bridgestone.
Always-On Social Content
All year round, we created various content pieces that revolved around tyre technology and features, as well as car tips and guides while focusing on the brand’s safety messaging. We also used different creative formats from static visuals and animated videos to quizzes and polls to keep our audience engaged.
Seasonal Campaigns
Some festive seasons such as Hari Raya see an uptrend in tyre sales. In Malaysia, many people travel long distances back to their hometowns for Hari Raya, making vehicle maintenance an important consideration for them. In the lead-up to the festive season, we created a light-hearted ‘Get Your Car Raya-Ready’ social campaign to emphasise tyre safety while bringing festive cheer.
We created a host of content to help drivers get their cars ‘Raya-ready’ – from videos on DIY decorations for the car to games that’ll keep your passengers entertained on the long journey home, while at the same time reminding drivers that the most important aspect of getting their car ‘Raya-ready’ was to ensure that it was safe. As a tactical promotion, we included a tyre safety checklist that drivers could fill out to get discounts off purchasing a set of tires.