Campaign in figures
After 5 years of their award winning & KPI smashing Chase Your Dream Olympic campaign, in the build-up to Paris 2024 and with a sizeable shift in business direction, Bridgestone trusted Golazo to develop, create and implement a new Olympic and Paralympic campaign and activation strategy that would focus on their leadership in Mobility Solutions and take the momentum created for their first campaign to new heights.
In development of the creative concept we looked at common values of Olympic Games athletes, Bridgestone and the consumers and found that all wanted to feel in control of their next step, in their progress and their success, not leaving anything to luck.
This inspired Bridgestone’s campaign “Prepared to Perform” that plays with the meaning of “Luck” and the misappropriation of the term in the world of elite performance. Alongside the creation of the new campaign, Golazo secured for Bridgestone 14 pan-European ambassadors that embodied the new campaign that helped us bring to life the campaign in showing how Olympians and Paralympians mitigate as much risk as possible with rigorous training and mental preparation, and when they succeed, it has nothing to do with luck. Just like Bridgestone’s products and innovative solutions, their meticulous preparation means they are certain and confident they will deliver in the moments that matter most.
Objectives
Drive brand awareness on:
- Olympic & Paralympic TOP partnership leveraging Paris 24 Games
- Bridgestone as a leader in mobility solutions
- The Prepared to Perform campaign
HOW WE DID THIS:
- Communicate around their Ambassadors on their journey towards Paris 2024.
- Use the creative angle “Don’t rely on luck”.
- Highlight connections between Bridgestone and the Olympic movement
