Bridgestone launches experience-led campaign

Tyre manufacturer Bridgestone has kickstarted the UK brand activation of its campaign highlighting its Olympic Games partnership.

Bridgestone: experience-led campaign with grass roots events
Bridgestone: experience-led campaign with grass roots events

The motivational campaign, devised together with agency WeAreFearless and sporting events organiser Golazo, was unveiled at the end of last week and aims to encourage people of all ages, abilities and passions to find the strength to chase their dream and overcome the obstacles they face on life’s journey. The Chase Your Dream, No Matter What campaign brings to life Bridgestone’s goal of keeping you safe and on track on life’s journey - just as Bridgestone’s tyres do on the road - whatever the conditions.

Three national sporting heroes were revealed as Chase Your Dream, No Matter What ambassadors at the launch. They each shared their unique and personal stories of how they overcame adversity to realise their dreams against the odds. Double Olympic decathlon gold medallist, Daley Thompson, was joined by diver Chris Mears who secured his first gold at the Olympic Games Rio 2016 and UK golfer Charley Hull who, at 20 years of age, tied seventh on her Olympic Games debut in Rio. These are the personalities encouraging everyone to Chase Your Dream, No Matter What. 

The brand will be running a series of events at international, national and grasssroots levels to inspire golf enthusiasts, amateur and professional players to 'chase their dreams, no matter what'. Three grassroots events, each one hosted by one of the Chase Your Dream, No Matter What ambassadors will take place during 2017 to inspire people from all over the UK to overcome their own obstacles. Thompson’s event will be an athletics-based challenge, Mears’ will offer diving with a twist and Hull will host a golfing experience.

Bridgestone European brands marketing director Thierry Jupsin said:"We're delighted to continue working with the team at WeAreFearless and Golazo as we launch our brand activation campaign. I’ve been delighted with the creativity and boldness they’ve delivered and look forward to continuing our journey together on the road to Tokyo and beyond."

Garry Dods, founder and managing director of WeAreFearless, added: "We’re incredibly proud to be working with Bridgestone UK and our partner Golazo as the brand unveils their Chase Your Dream, No Matter What campaign in the UK. This is a bold and emotional campaign that disrupts traditional tyre category marketing. Our work in neuroscience shows there’s a huge opportunity to reinvent the way we engage consumers and deliver more meaningful marketing. We’re excited to roll this campaign out with three inspirational athletes, their powerful stories of struggle supported by some really innovative digital participation, PR and grass roots events."

German tyre manufacturer Continental appointed Because last year to deliver an experiential campaign around its sponsorship of the Prudential RideLondon cycling festival. In May, Kwik Fit unleashed a giant 12ft hamster onto the streets of London as part of its latest advertising campaign, promoting its customer service.

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