By Denna Bowman
Google has highlighted Bridgestone tyres safety and winter tyre campaign as its top case study for an internet campaign in the automotive market for 2011.
The Japanese tyres manufacturers Google Display Network campaign ran in major European countries and scored on awareness and reach with around 1 billion ad impressions over the year and up to 380% incremental visitors to the Bridgestone website.
Pierre Brennecke, Corporate Communication and Advertising for Bridgestone Europe, said: “Bridgestone was successful because it combined a good creative approach with the latest digital media techniques.”
The objective of the campaign was to build awareness of Bridgestone winter tyres and the importance of tyres in road safety.
The creative approach featured a range of messages and formats tied in with real-life situations – such as the weather forecast for winter tyre safety – and made use of various targeting options such as contextual, placement and topic targeting.
The campaign was carried through to the Bridgestone website. When visitors clicked through, they encountered the same message as the one they had seen on the Google network. A consumer contest then helped to prolong their visit to the site.
Brennecke added: “Bridgestone managed to outperform its targets in terms of reach and cost-per-thousand through making best use of the tools available.”
The news about the innovative campaign, which was carried out in collaboration with media agency PHD Germany, was announced in the Google Automotive Newsletter (Q1/2012).