This exciting chapter in Bridgestone’s Chase Your Dream No Matter What Olympic campaign created an emotional & powerful metaphor for the benefit of Bridgestone tyres in a low-interest, distress purchase category in which Bridgestone’s quality pricing strategy was increasingly under attack from cut-price imports.
The integrated campaign featured uplifting stories of inspiring Olympic athletes, each one a tale of triumph over huge adversity, showing how, like Bridgestone tyres, Bridgestone’s Brand Ambassadors had the grit and determination to stay on track & reach their destination, no matter how great the obstacles.
New Ambassadors included Taekwondo champion Lutalo Muhammad (UK), swimmer Charlotte Bonnet (FR), track and field athlete Thomas Röhler (DE) & middle-distance runner Caster Semenya, rower Lawrence Brittain & long distance runner Josia Thugwane (SA). Partnership activation & content ran in Europe & South Africa across digital, social, PR, Events, as well as TV in South Africa – a first for the campaign.
The work got people talking & Bridgestone talked about – an achievement in itself in a world where even enthusiasts are rarely interested in tyres.
