PERFORMANCE THAT GOES LONG
GOING LONG FOR LARRY
The tried-and-true industry advertising approach is to scare and startle people into buying their tires for safety reasons. Through empathy ethnographies, we identified a differentiating approach and disrupted this convention by connecting with our target through clever and witty humor. To leverage their NFL sponsorship, we created an experiential platform that fans could interact with throughout the NFL season. We started with broadcast, utilizing All-Pro Larry Fitzgerald, and followed with a series of season-long social episodes to keep fans engaged throughout the season. And we wrapped it with a fan-based UGC experience that let consumers interact live with the Super Bowl via Bridgestone and Larry.
“Our continued positive tone to consumers and Larry Fitzgerald’s engaging personality continue to drive differentiation and results for us in the category.”