Bridgestone: Sturdo

Bridgestone, a tyre manufacturer, installed a dedicated sturdo zone to demonstrate the technical aspects of the new Sturdo tyre at a dealer launch event in India, gather the attention of consumers in a low involving category, build awareness and rive consideration.

Campaign details

Brand: Bridgestone IndiaAgency: Dentsu CreativeRegion: APAC

Strategy

Objective

Sustaining Market Share: Replacing STURDO with Bridgestone's highest-selling tyre in one single day and still sustaining the market share in the initial months of the launch.

Generate Excitement in low involving category: Bridgestone with limited SOV in the category spends needed to gather the attention of consumers in a low involving category.

Impactful IMC Plan: The IMC plan was designed to keep all the stakeholders in the centre and encourage and educate each of the stakeholders to drive business.

High-impact supporting activity: Bolster the launch...

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