The obvious solution was to run a series of female-orientated ads using women's media. We believed traditional advertising ran the risk of looking contrived – a male-brand trying to seduce the ladies.

Instead we felt a promotion supporting and fundraising for Breast Cancer Awareness would drive active participation, reinforcing womens trust in the brand.

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 promotional idea was a pink tyre-valve cap.

The goal: Sell 10,000 caps Raise $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 promotion that Firestone has done in the 12 years I’ve worked for the organisation” Marketing Director, Bridgestone/Firestone NZ.