Clearing the Way for Firestone Tyres
Firestone, the mid-range family tyre brand of Bridgestone UK Ltd, has been working with Clear Communications to develop and launch a retail campaign to increase dealer support and loyalty for Firestone as a retail replacement brand.
Rachel Arquati, head of promotions at Clear Communications, explains: “Whilst Firestone previously benefited from being fitted to cars as original manufacturers equipment (OEM), its parent brand Bridgestone now takes most of its OEM market share, so we needed to ensure dealers would still support Firestone as a retail replacement brand.
“We wanted to make Firestone’s tyres an easier sell for dealers and create a brand preference. So tying in to the existing brand proposition of a ‘get together’, we came up with the offer of a professional photograph with your family and friends. All Firestone customers purchasing one or more tyres will receive a professional photograph sitting and a free portrait print worth £50.”
Clear Communications secured the participation of more than 150 independent BIPP approved photographers nationwide and provided full point-of-sale for dealers’ reception areas.
Currently running across about 400 independent dealers nationwide, further support for dealers is being provided through a nationwide media campaign that Clear Communications planned and executed, featuring local and regional press, radio commercials and 48 sheet billboards. A dedicated website has also been created by Clear Communications to support the offer.
Consumers have until March 2007 to redeem their photograph vouchers.