This exciting new chapter in Bridgestone’s Chase Your Dream No Matter What Olympic brand campaign created an emotionally-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 content-led campaign featured the uplifting stories of inspiring Olympic athletes, each a tale of triumph over huge personal adversity, showing how, like Bridgestone tyres, Bridgestone’s Brand Ambassadors had the grit & determination to stay on track & reach their destination, no matter the obstacles they encountered.
New Ambassadors included Taekwondo champion Lutalo Muhammad (UK), swimmer Charlotte Bonnet (FR), track & field athlete Thomas Röhler (DE) & middle-distance runner Caster Semenya, rower Lawrence Brittain and long distance runner Josia Thugwane (SA). The content ran in Europe and South Africa across digital, social, PR, Events & 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.
