Location: LATAM NORTH
Development: Branding, communication campaign and retail
BRANDING AND COMMUNICATION STRATEGIES
Bridgestone is one of the main tire brands in the world, being the number one company worldwide in sales and a Premium brand focused on an A / B and C + consumer.
Between 2017 and 2018, the brand showed growth in spontaneous recall, but had low purchase consideration vs. the competition. It was extremely important to reverse this situation, so the Birth Group joined the team to design strategies and campaigns with this objective in the entire North LATAM region.
Bridgestone had managed a major sports sponsorship strategy in recent years, which included teams, players and the official sponsorship of global, regional and local sports leagues and events.
Based on this, Birth Group developed the concept:
“The official tire of the sport.”; strengthening the communication that all these sponsorship actions required to increase the consideration of the target markets interested in the sport.
Among the main sports sponsorships that have been developed with the brand are the NFL, Club América and Liga Deportiva Alajuelense , footballers such as Javier Aquino, Diego Lainez and Raúl Jiménez , as well as the Tokyo 2020 Olympic Games.
Thanks to the excellent creative performance and results in these campaigns, the brand has entrusted us with the leadership of additional projects for the Brazilian and Argentine markets.
CAMPAIGNS OF RETAIL
The type of products offered by the brand require direct and correct language so that the end user is informed of the characteristics and promotions of the brand's products.
The correct understanding of the brand and the regional characteristics of the markets are essential, so constant communication and analysis of the teams is required to analyze the needs of each market.
For the development of the campaigns we integrate our services of strategic planning, creative conceptualization, graphic production, audiovisual production and content generation.
BRIDGESTONE is a global brand with a significant number of collaborators and with communication needs differentiated by elements such as culture, language or market behavior.
Therefore, they require an internal communication system for the request of requirements and the distribution of advertising materials that can tropicalize their needs without compromising the identity of the brand.
In response to this, we implemented the " Darwi Bx " platform, a Birth Group technological development, as a tool for the control and centralization of communication, distribution and agile response among its collaborators and work teams.
RUNNING ON WHEELS.
Since 2018 we have been designing communication strategies and creative campaigns for Bridgestone LATAM North , managing brand communication for Mexico, Central America, the Caribbean, Ecuador and Colombia.
Among the main projects in this strategy are
retail campaigns, sports sponsorships and the Tokyo 2020 Olympic Games campaign for Latin America.
Our performance and results have also given us the opportunity to lead projects for the Brazilian and Argentine markets.