Amid economic uncertainties, our target audience is compelled to prioritize essential spending, resulting in sacrifices and a greater inclination towards better-price tire options.

So our first communication objective was to help Bridgestone leverage the context and demonstrate as a brand its empathy for the hardships of its audience.

Meanwhile, consumers may not fully understand which factors are important when choosing their new tires, or compromise the tire quality for a better price, which makes it challenging to compete in the market, especially in times of selective spending.

So our second objective was to reinforce the brand's leadership role by empowering customers to become experts when it comes to tire choices.

Our intention was to reflect the idea that the brand could inspire consumers to harness their resilience, to view tire choices not merely as financial decisions but as an investment in their well-being and the fulfillment of their aspirations. The story would be about thriving in the face of adversity, allowing them to embrace the road ahead with confidence.

We defined the key narrative as: "Dad Is A Racer".

The main vehicle (pun intended) for this campaign would be an original song, composed and performed by the rapper Huỳnh Công Hiếu, called "Racing On the Roads Dad Traveled". The track reminisces road trips from the perspective of a kid, recalling all the qualities in life that his father inspired, such as resilience and care for his family.

Our work targetted potential car owners in a market which was booming despite setbacks due to COVID and the global economic downturn, as well as current car owner looking for a replacement. Their profiles would be of technically savvy consumers, passionate for their vehicle and its features, and community-driven. However, social listening revealed their concerns for economic welfare and more restrained spending strategies.

The campaign would reach our audiences online via digital ads, influencer engagement on social media, and offline via OOH displays.

Our campaign went through a first phase of media buy through bumper ads and a specific push on Spotify, meeting drivers on their most current listening platforms, and leveraging our key asset, the lyric video on its natural distribution channels.

Besides the artist Huỳnh Công Hiếu (236.900 followers on Tiktok), three selected influencers (a combined 500.000+ followers on Tiktok & Facebook) were tapped to share the "Dad is a Racer" story through their own narratives.

OOH displays were also used during 3 weeks in Hanoi & Ho Chi Minh City, in 200 buildings' elevators, where foot traffic of car owners is concentrated, as the urban landscape in these 2 key cities comprise a large number of residential and office buildings with basement parking lots.

Advertorials were run on online media.

In a second phase, audiences were invited to engage directly with the brand at an event showcasing technical challenges in entertaining ways.

The lyrics video on Youtube gained 117.000 views while launched on the 1st December 2023.

The official audio on Spotify gained 28.000 organic listens.

The social amplification via the artist garnered 186.000 views on Tiktok and 20.000 engagements.

The amplification via the influencers combined 10.400 engagements on Facebook and 280.000 views on Tiktok.

The advertorial counted 7.000 reads.

The OOH displays garnered a total of 35.000.000 impressions.

The event held at AEON Mall in Hanoi for two days counted 58.000 visitors of the event area and 2.191 participants to activities.