BUILT TO PERFORM
PERFORMING UNDER THE BRIGHTEST LIGHTS
As a champion among tires, we needed a communications platform just as big—so our Olympics partnership was born. But a simple partnership wasn’t enough; we needed to break through and stand out to consumers. We had to develop messaging that would differentiate ourselves AND be ownable to Bridgestone alone—messaging that tied into the Olympics but also put our product front and center as the hero, leaving a lasting impression about Bridgestone as a company and the products they make. Utilizing a creative thread of “Built to Perform,” we created a digitally led Performance Institute that showcased the science and biometrics of how world-class athletes compete. And we fueled mass awareness with a broadcast and social campaign that highlighted the correlation of how athletes and Bridgestone perform at high levels. That campaign was one for the record books and won gold for Bridgestone.
“Bridgestone entered the Olympic stage as a gold medal winner. Their efforts were the most socially talked about campaign of Rio, besting long-time sponsors like McDonald’s and Coca-Cola.”