Firestone is a mid-range family tyre brand with advertising imagery provided from
Firestone previously benefited from Original Equipment contracts but its parent brand
Bridgestone now takes most of its OEM market share, so Clear was tasked with a retail
campaign to ensure tyre fitters/dealers still supported Firestone as a replacement tyre.
The Clear Solution
Vital to the success of the campaign was making Firestone tyres an easier sell for
dealers, as their involvement in the customer decision on tyres is key. So we created a
customer preference/reward over otherwise similar tyre brands, with a very simple
family photo offer that was enjoyable for dealers to push.
Knowing that once committed to stock, dealers would focus on selling it out, we created
a sell in strategy to gain stock commitments, in return appealing to dealers main need
for footfall by offering localised advertising for participating outlets – across an
integrated campaign of press, radio and billboard advertising.
This award-winning campaign exceeded all objectives and worked especially well for
providing Bridgestone reps with a persuasive sell in campaign.