Firestone: Brand Awareness Campaign Successful

A nationwide campaign to drive sales and raise awareness of Firestone-branded tyres has “proved a major success” according to Bridgestone UK. The UK wing of the Japanese manufacturer is reporting impressive feedback from its recent Firestone Together initiative, which centred on a consumer reward promotion offering motorists a free family portrait in return for Firestone purchases.

Hundreds of vouchers were distributed during the four-month duration of the promotion, helping to successfully position Firestone as a reliable, family-orientated brand that offers quality. The promotion also helped raise awareness of the Firestone brand at participating dealerships, many of whom saw unit sales increase.

“The century-old Firestone brand has a fantastic heritage for offering technologically advanced products at an affordable price,” said Andy Lane, marketing manager at Bridgestone UK. “The offer of a free portrait voucher proved a good mechanic to communicate this message, and we’re extremely pleased with the overall impact of the campaign.”

The Together initiative recently scooped a silver award for ‘Most Effective Brand Strategy in Field Marketing’ in the national Field Marketing and Brand Experience Awards 2006.