Client

Brief

Firestone was a brand in trouble in the tractor tyre market until Bridgestone acquired it and invested in developing a new radial tyre with performance characteristics superior to those of the perceived market leader. However, research showed that farmers would not believe that the Firestone brand could be better than the market leading brand.

Accordingly, Freestyle Marketing Communications planned and executed a coordinated PR and advertising campaign which used third party endorsement from OEM’s, farmers, distributors and the farming press, based on experience of the tyre in use or in comparative tests.

Results

The client’s objective was to achieve a market share of 15%; currently, it stands at around 25%