Bridgestone Potenza Sport campaign wins industry marketing accolade

Bridgestone’s ultra-high performance tyre, the Potenza Sport, has received more acclaim for the manufacturer, as its adrenalin fuelled marketing campaign was made Industry Marketing Campaign of the Year at the NTDA’s Tyre Industry Awards. Bridgestone targeted its 1 April to 30 June campaign at consumers making more informed decisions than the average tyre buyer, addressing their passion for driving.

Bridgestone’s North Region managing director Andrea Manenti said: “We wanted to focus on amplifying the factors of emotion and passion and projecting them directly to consumers. We created an innovative marketing campaign that not only emitted exhilaration and excitement, but also left a lasting impression at the same time. It was carefully targeted at the automotive high performance B2C audience and we were pleased with the strong results.

“Based on its key objectives, generating demand was a key focus. We needed to create desire and excitement of the product, which meant focusing on the sensory experience. We did this by playing on the feeling of driving before the quality of the product itself. This created a tangible impression with the audience, with a focus on experience and feeling. Additionally, with the focus on sales generation, we targeted an already interested audience by looking at their web behaviour and how they searched for information so they could be targeted more precisely.”

Stefan Hay NTDA chief executive said: “As always, the judges were extremely impressed with Bridgestone’s entry. Their Potenza Sport B2C Campaign results were particularly convincing and all backed up with excellent customer feedback. Congratulations to Bridgestone, once again, on another great win!”

Bridgestone said the Potenza Sport and its tyre technology aligns with the “Emotion” part of its E8 Commitment management plan, designed as a compass to guide its strategic priorities, decision making and actions. The Potenza Sport is, it says, “Committed to inspiring excitement and spreading joy to the world of mobility.”