Bridgestone Tires – SheMarketing

07 Apr Bridgestone Tires – SheMarketing

The project at a glance

Project Title: B-Select – female drivers
Client: Bridgestone Australia
Date: Apr 2011
Agency: Splash Consulting Group
Our Role: Account Director
Media: Australian Free-to-air and Pay TV, Print, social media

Brief:
Tyre manufacturer Firestone needed to build a relationship with female drivers. Splash Consulting’s Research showed that half of New Zealand’s women make tyre-purchasing decisions themselves, but most feel they are being exploited at the point-of-sale.

In our research probably one of the most common complaints we heard from women is, the sales person failed to help her and jumped to conclusions based on her gender.

We developed new strategic direction to help overcome their challenge to connect, in a meaningful way, with women in what can often be perceived as a low interest category. Also to develop long-term relationships that will drive referral and strong word-of-mouth marketing.