Bridgestone Print SURPRISE by DDB Bogota

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Industry Tires
Media Print, Magazine & Newspaper
Market Colombia
Agency DDB Bogota
Executive Creative Director Rodrigo Dávila
Creative Director Juan Carlos Espitia, Alfonso Diaz, Juan Carlos Palma
Art Director Andres Garcia
Copywriter Sebastian Jaramillo
Photographer German Rojas
Released February 2012

Credits & Description

Category: Cars & Automotive Services
Product/Service: TIRES
Executive Creative Director: Rodrigo Davila (DDB Colombia)
Creative Director: Juan Carlos Palma (DDB Colombia)
Creative Director/Art Director: Juan Carlos Espitia (DDB Colombia)
Creative Group Director/Copywriter: Alfonso Diaz (DDB Colombia)
Creative Group Director/Art Director: Mario León (DDB Colombia)
Copywriter: Sebastian Jaramillo (DDB Colombia)
Art Director: Andrés Garcia (DDB Colombia)
Account Manager: Luis Fernando Castilla (DDB Colombia)
Account Manager: Claudia Fernandez (DDB Colombia)
Photographer: Germán Rojas
Media placement: Print - NA - 16th February 2012

Describe the objective of the promotion.
Selling tyres in the early months of the year is very hard, people have other priorities because is back to school season and they spent a lot on Christmas. So we saw the opportunity to increase market share and give value to the brand communicating a promo 3x4 for buying tyres.

Describe how the promotion developed from concept to implementation.
Most of the people had travelled by car visiting their families to surprise them in the holidays. And the roads gave people some surprises during the holidays too. 
So we created a campaign full of surprises. 

Explain why the method of promotion was most relevant to the product or service.
It is a time of the year where the tyre industry doesn´t make communication. So making a promo in January was a surprise for the category and a way for the consumers to see an opportunity for changing tyres and to begin the year with new wheels.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In a month where the economy isn´t growing, we increased sales by 15% compared to the same month last year, giving our client Bridgestone the best surprise ever.