Activity in numbers
As a proud supporter of the Olympic Movement, Bridgestone, the world’s largest tyre and rubber company, was able to activate its Worldwide Olympic Partnership in 2018, extending through 2024. Bridgestone Italy was also thrilled to partner with their National Olympic Committee, CONI. Aiming to maintain constant communication about their Olympic TOP Partnership, Bridgestone Europe sought our assistance to activate their sponsorship and new Olympic campaign, “Chase Your Dream, No Matter What,” in Italy.
Services:
- Activation
- Campaign
- Digital
- Events
Credits:
- Golazo Brands International
- WeAreFearless
After a detailed audit, we identified an excellent opportunity with the Golden Gala, featuring the key Olympic sport of track and field. The Golden Gala is Italy’s most prestigious international athletics event and the fourth stage of the IAAF Diamond League 2018, held at the Olympic Stadium in Rome.
We negotiated a rights package for Bridgestone to become a partner of the 38th edition, which included comprehensive branding opportunities. We secured two unique Bridgestone-owned events to effectively engage their audience:
Bridgestone Palio dei Comuni: This event, designed for children, attracted approximately 3,000 participants from 190-200 teams. The children had the chance to run in the historic stadium and received a Bridgestone bib and medal.
Bridgestone Run: Held just before the Golden Gala, this event was for dealers, journalists, and staff invited by Bridgestone Italy. It featured a warm-up led by Bridgestone ambassador Valeria Straneo and included a VIP reception with a meet-and-greet with Valeria.
Through these initiatives, we successfully brought Bridgestone’s Olympic campaign to life, connecting with their audience in a meaningful and memorable way.
Further Activities Included:
- Displaying the Bridgestone logo on perimeter LED boards, track billboards, bibs, the giant screen, and in the event programme.
- Presenting six disciplines under the Bridgestone name: 3000m steeplechase (women), long jump (men), 100m sprint (men), high jump (women), 400m sprint (men), and 200m sprint (women).
- Hosting a VIP reception for 100 guests, featuring a photo backdrop, ambassador pull-ups, welcome totems, flags, and more.
- Setting up the Bridgestone Area in front of the stadium, which included a photo booth and the Dream Wall.
- Arranging for ambassador Valeria Straneo to attend, conduct the award ceremony for the Schools Cup, and participate in meet-and-greet sessions at the Bridgestone Area and VIP Area, organized by Golazo.
Results
With our assistance, Bridgestone Italy successfully leveraged the Golden Gala event to promote their Olympic “Insegui Il Tuo Sogno Non Fermarti Mai” campaign. They engaged with attendees through activities in the Chase Your Dream No Matter What Village and offered exclusive VIP packages to their customers, including tyre dealers and potential new clients.
Bridgestone achieved significant media exposure with over three hours of live sports coverage on Rai Sport, Rai HD, Rai2 , Rai and Rai Radio1. The event reached an audience of 852,000 on TVITA (3.6% share) and had a combined global reach of 20 million viewers across various international stations.
Online, the campaign reached 315,276 people, with 30,057 engagements on Facebook alone. Additionally, 4,000 of the 37,700 stadium visitors engaged with the event village, resulting in 344 images captured and 73 email leads generated. Over 100 guests enjoyed the VIP reception, including 10 dealers and 25 staff members who also participated in the Bridgestone relay.
