Christy Buck, Kelsey Galen, Kolicia Hedgepeth, LaShanti Penn

Presents: CARMA

• Client/Brand: Bridgestone Tires

• Brand Positioning Statement: Emphasize on the importance of their tires including safety

and reliability.

Background/Overview

• There is a projected market increase for tires in 2011.

• Tires are a need…• Bridgestone is the official tire of the NFL.

Objectives/Purpose of the Ad• Bridgestone tires are the

most reliable tires on the market and consumers should purchase this over the competition.

Target Audience• Anyone who drives a motor

vehicle.

• Age: 25-70

The most important thing we want to say…………….

Bridgestone is more than just a brand; we have your safety concerns in all

weather conditions.

Rational • Any person that drives a

vehicle needs reliable tires.

Emotional• Fear- Physical

endangerment if your tires malfunction

• Humor-Use humor to avoid the overuse of fear/risk of an accident

• Love-Build love of brand

Mandatory elements, helpful information & insights

• Bridgestone is the official tire of the NFL and the Super Bowl is the most popular game. Make sure to advertise this sponsorship

• In past Bridgestone Super Bowl ads, a scene has the car slamming on brakes abruptly to demonstrate the effectiveness of the tires.

• Last year’s “whale of a tale” ad was very popular and used an animal to create a humorous and emotional response.

Was the ad successful?YES!

USA TodayAdvertising Age

• Ranked # 9• Ad Meter Score 7.44• 1000 Facebook Likes• Awarded most creative use

of an animal• Joan Rivers “It was a feel-

good commercial”

• Best Liked Rating #2 with an Index of 171

• Had a low recall rate

Super Bowl Advertisement• 30 second spot• 4th Quarter• 4th pod break including:

o Go Daddy-Sillyo Volkswagen-Black Beetle

• Averaging $3 million in price

Other Communication Components

• Website at the end of the advertisemento http://www.bridgestonetire.c

om/superbowl/

Advertising

• Low Recall• Include more Bridgestone

logos or symbols

IMC

• Create a fan page for Waldo the Beaver

• Provide an alternate ending to the commercial allowing the viewers to pick the outcome

What We Would Change…