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Firestone
Drive a Firestone

RAN IN: United States, Canada

CLIENT
Bridgestone Americas Tire Operations

Philip Dobbs - CMO
Arthur Reingold - VP, Mktg.
Trent Stoner - Manager, Advt. & Sales Promotions

AGENCY
Leo Burnett/Arc Worldwide *Lead Agency

Mark Burgess - EVP, Acct. Director
Charley Wickman - EVP, Creative Director
Michael Cheng - Strategist
Lauren Gibbs - Acct. Director
Michele Hillman - Acct. Executive


Optimedia

Susan Eberhart - EVP, Managing Director


Razorfish

Dan Alpert - VP, Client Partner


SUMMARY

Firestone existed in a cluttered category of tires and car maintenance, where competitors were urging consumers to "fix it and forget it." Firestone changed the conversation about maintaining your car from a burden, to an act of pride. They encouraged people to celebrate their older cars and to let Firestone help them run newer, longer. Over a year, tire sales increased 6.9%, Firestone had the highest jump in brand consideration among its competitors, and saw a 197% YOY improvement in website traffic.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV,Interactive,Social Networking Applications

Audience: Boomers (45+),Brand Influencers,Families,Fathers,Men,Mothers,New Audience,Women,Young Men (20-35),Young Women (20-35)

Objectives: Brand relaunch, reposition

Type: Business-to-Consumer

Classification: National

Language: English