June 16, 2013

Bridgestone Latin America has set out to build awareness and establish Bridgestone within the region’s premium tire category by launching the campaign “Time to Perform,” demonstrating yet again that the brand’s passion for performance knows no bounds.

Using soccer, or fútbol as it is known in Latin America, the creative – developed by Bridgestone’s creative agency, Richards/Lerma – aims to leverage this passion point and the brand’s Copa Bridgestone Libertadores title sponsorship to not only build awareness, but also to showcase the testing and technology that goes into creating the best tires. The spot, titled “Grass Grip,” uses humor to demonstrate to its consumer the powerful grip the Bridgestone Potenza tires have in the toughest conditions prevalent in the region: rain and road-quality conditions.

“We are very excited about the positive results we received from the creative testing before the launch, and the feedback we continue to receive,” said Ramiro Pineda, Manager of Brand, Advertising and Promotion at Bridgestone Latin America. “Richards/Lerma has been a great partner, helping us naturally integrate Bridgestone’s sports marketing initiatives with our product’s unique attributes. We look forward to creating more great work with Richards/Lerma in the near future.”

The spot features fútbol icons Juan Sebastián Verón and Jorge Campos, both now retired but world-renowned for their triumphs on the field when they played for their native teams, Argentina and Mexico. The spot also depicts fictional engineers using Bridgestone’s tire technology to change the world of sports, and dramatizes how a soccer ball, if made from the same material as Bridgestone tires, would translate on the soccer field and affect the game.

“We at Richards/Lerma are very excited to be working for such an iconic brand such as Bridgestone. They have a superb product, and this was a great opportunity for us to let consumers know about it in a creative and unexpected way,” said Aldo Quevedo, Principal, Creative Director at Richards/Lerma. “Plus, it was awesome to work with Juan Sebastián and Jorge! We expect great results in Latin America from this campaign.”

In addition to the TV spot, the campaign extends to print, POP, online and social media with the intention of appealing to key markets such as Chile, Argentina, Colombia, Central America, Venezuela and Mexico.

For behind-the-scenes footage, photographs and more information regarding the new Bridgestone brand campaign, at http://www.bridgestonelibertadores.com/timetoperform> .

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