Bridgestone scores with internet campaign
10 Apr 2012
Google names Bridgestone safety and winter tyre campaign “best case study” in automotive market
Google Automotive Newsletter (Q1/2012) reports that Bridgestone’s Google Display Network safety and winter tyre campaign is its N° 1 case study for an
internet campaign in the automotive market in 2011. The innovative Bridgestone campaign, carried out in collaboration with media agency PHD Germany,
ran in major European countries and scored on awareness and reach with around 1 billion ad impressions over the year and up to 380% incremental
visitors to the Bridgestone website.
“Bridgestone was successful because it combined a good creative approach with the latest digital media techniques” said Pierre Brennecke, Corporate
Communication & Advertising, Bridgestone Europe.
The objective of the campaign was to build awareness of Bridgestone winter tyres and the importance of tyres in road safety. The creative approach
featured a range of messages and formats tied in with real-life situations – such as the weather forecast for winter tyre safety – and made use of
various targeting options such as contextual, placement and topic targeting.
The campaign was carried through to the Bridgestone website. When visitors clicked through, they encountered the same message as the one they had seen
on the Google network. A consumer contest then helped to prolong their visit to the site.
“Bridgestone managed to outperform its targets in terms of reach and cost-per-thousand through making best use of the tools available” said Mr.
Source : www.national.co.uk
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