Bridgestone, an official Worldwide Olympic Partner, launched ‘Chase Your Dream No Matter What’ in 2016; a creative platform that celebrated the Olympic spirit of perseverance and aimed to inspire people to overcome adversity to realise their dreams.
Tokyo 2020 was the culmination of this campaign. We had a clear objective to drive Purchase Intent by increasing Brand Affinity. This meant maximising our visibility in an Olympic Year but in the middle of a pandemic we needed to be efficient with resources and focus on activity that delivered the biggest impact.
We supported Bridgestone at both a central and local market level, ensuring we could streamline workflows and deliver a high level of brand consistency.
The campaign used content centred around key Olympic moments and our ambassadors’ individual journeys up to and during The Games. All anchored in the ‘Chase Your Dream, No Matter What’ creative platform. We also navigated Covid regulations to deliver an Olympic themed roadshow, covering 5 European markets. We complimented the central activity with market-specific activations, such as influencer content in Spain, and in the UK a content partnership with Team GB. In Italy, our reactive brand film celebrating our ambassadors Gold Medal was watched by 1 in 6 Italians.
Bridgestone’s Tokyo2020 activation made their association with the Olympic Games even stronger. With a clear creative positioning we achieved a scale of reach that meant we surpassed both of our ambitious sponsorship objectives. Making Bridgestone the brand that encourages you to ‘Chase Your Dream No Matter What’.
