Summary
"Zamana Badal Jayega – Bridgestone Sturdo chalta jayega."
Challenge
Campaign Objective: Strengthen the brand's market leadership with the new product launch; B-Sturdo, a range that aims to deliver increasing wear life and durability than our existing market-leading product; B290 from the B&S series and other competitors in the tyre industry. Sustaining Market Share: Replacing STURDO with Bridgestone's highest selling tyre in one single day and still sustaining the market share in the initial months of the launch Generate Excitement in low involving category: Bridgestone with limited SOV in the category spends needed to gather attention of consumers in a low involving category Impactful IMC Plan: The IMC plan was designed with keeping all the stakeholders in center and encouraging and educating each of the stakeholder to drive business. High-Impact Supporting Activity: Bolster the launch with innovative platforms, targeted towards specific genres and audiences.
Objective
Tyre is a low-involvement product but a high-ticket item. Our audience replaces a tyre once in 3-4 years and is not much involved until the time comes to replace the tyres. While wear & tear and degraded performance are the primary purchase triggers, the TG seeks to make an informed decision basis some attributes, durability & tyre life being the key ones. The significant influencers are usually tyre dealers or mechanics. Online research is also picking up pace for being the first step in a consumer's purchase journey. The audience believes that Bridgestone has a high-quality product range. While they do not differentiate amongst the patterns, those who do, believe that B290 is a highly durable and longer tyre life product suitable for their cars & taxis. Bridgestone Sturdo, the upgraded product, should further uplift the imagery and purchase intent. B-Sturdo is critical for BSID business, considering it is expected to be the major contributor to the BS replacement volumes.
Strategy
The campaign encompassed diverse initiatives targeting media, dealers, field teams, consumers, cab drivers, and internal teams. The high-impact media launch in Delhi preceded an engaging dealer launch in Hyderabad with 600+ dealers, featuring laser displays, dedicated zones, and technical demonstrations at the Novotel hotel. Digital promotion was a key focus, with a captivating film showcased on Bridgestone India's social media and through paid channels. Customized dealer videos replaced actors with actual dealers, shared across digital networks to amplify their impact. A two-month radio campaign spanned cities, educating dealers about the new Bridgestone Sturdo, complemented by a dealer visibility contest to enhance engagement and excitement. Digital strategies involved extensive media presence on platforms such as social media, YouTube, news portals, and regional platforms, targeting auto audiences with high visibility on relevant keywords. Influencer marketing leveraged forums like Autocar and Power Drift, along with digital influencers like Tyre Dekho and Tyre Wale, to reinforce the product proposition. The Sturdo microsite, featuring a parallax UI, provided an immersive user experience with interactive scenarios from the brand film, including engaging elements like TVC, FAQs, product features, and a contact form. Overall, the campaign showcased a holistic approach, integrating traditional and digital channels to create a compelling narrative around the Bridgestone Sturdo launch, engaging diverse stakeholders and amplifying brand visibility.
Data
The core need from our product was to be a long-lasting tyre. While other brands were building their product USP through absolute tangible messaging e.g."1 Lakh KM tyre" we looked at the colloquial phrase of ‘Kitna chalega', which was exactly the question our consumer had while replacing their tyres. We use this question to build on our creative narrative. Our creatives took the liberty to be more relevant to our audiences' universe to establish the message of ‘long lasting' – which brought us to our campaign communication: "Zamana Badal Jayega – Bridgestone Sturdo chalta jayega." The creative was built in the universe of our consumers (private car owners and taxi owners) tapping into their aspirations to build our product USPs as well as making it more memorable through storytelling. Thematic films to capture and establish the proposition of the ‘Bridgestone Sturdo – the longest-lasting tyre, with 29% better tyre life.' The next insight helped us identify the key driver during the purchase journey, our mechanics and tyre dealers. Through our communication assets, we used Vijay Raaz to portray the mechanic to establish the product USPs, making it more believable and building the credibility of our dealerships.
Solution
Results
Bridgestone Sturdo was a new product that was set to replace the highest-selling product line ‘The B series. It was a success with no loss in Market share and nos on discontinuation of B-290, the highest selling tyre of Bridgestone. The product received a warm response from our customers and our dealers. We launched Sturdo in the market with several innovative high-impact initiatives divided into sections. Within a day to stop the sales of B290 and bring in STURDO was a bold decision. We achieved a complete transition from B290 to Sturdo with no loss of sale and market share. Impact: Reach: 165 MN The campaign reach 82.5% of the total digital audience Views: 77 MN Overall VTR – 35% (Benchmark 25-30% for creative >1min) Clicks: 3.1 MN Overall, the CTR for the campaign was 0.7%, which is higher than the benchmark of (0.5%-0.6%) Website Visits: 1.1 MN The campaign garnered 40% click to visit ratio The avg. benchmark is 30-35% on other websites
