Cannes Lions

FIRESTONE TYRES

OMD, Auckland / BRIDGESTONE / 2009

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

We needed to find a fundraising item.

It had to be pink, the official Breast Cancer Foundation colour of support, and it had to be car-related directly linking the Firestone brand with the cause.

The creative idea was a pink tyre valve cap.

The ‘cap’ became a badge of brand support and affinity attached directly onto the tyre.

We imported 10,000 pink caps from Japan. Consumers could purchase these either online or instore for $2 each with 100% of the proceeds going towards breast cancer prevention.

We turned cars into a new stand-alone 'small ambient' media channel for Firestone - for breast cancer awareness month and beyond.

Highly targeted women’s media connected Firestone to the pink caps allowing them to act as ongoing media exposure.

Outcome

The goal: Sell 10,000 caps Raising $20,000 over 2months.

The 10,000 caps sold out in only 8 days!We managed to fly an additional 20,000 caps into New Zealand. These sold out in one month –26 days before the campaign was due to finish. We raised $64,000 –3 times the original objective.

“We were absolutely overwhelmed with the response we received. Never has any campaign driven traffic like this across our forecourts. This is certainly the most successful campaign that Firestone has done in the 12 years I’ve worked for the organisation.” Marketing Director, Bridgestone/Firestone NZ.

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