All posts by Gray Dudek

Working on a live brief: Key Parker & Bridgestone Europe

OVERVIEW

Key Parker, a long established and successful midlands agency, work with Bridgestone across Europe and support them with their marketing on and offline. As the worlds largest tyre manufacturer Bridgestone are always looking to the lead the way not only in tyres but communications too.

With brand values such as Serving Society Through Superior Quality and the desire to reinforce the brand position of Toughness the Future Media team were briefed to deliver a full pitch around a number of events and occasions coming up in the Bridgestone marketing calendar.

 THE BRIEF

Bridgestone sponsors Valentino Rossi, the Superbike Rider, and a campaign has been created around The Yellow Man – Rossi’s new persona. How can this be driven across UK & Ireland and extended as a social campaign?

We also have a giant Ski Sculpture made from tyres, how can we best utilised this in the summer? We want to talk to females also, how would we do this in a non-intrusive environment? Promoting safety is key through all of this, what are the approaches we could take?

THE PROCESS

After an initial briefing meeting with Key Parker on the Bridgestone brand, the company philosophy, position within the market and the key company values the challenges were shared with the Future Media team. These challenges were formulated into a brief and the work started.

Desk based research around the competitors, the consumers and the products took place whilst at the same time research into the market from a digital perspective was undertaken too.

Armed with this information the Future Media team began to look at solutions and platforms that could deliver on the brief for Bridgestone.

A ‘tissue session’ was held at Key Parker with there Social Media Manager where the Future Media team shared all the concepts and ideas – some 15 or so! The meeting helped to trim down the ideas to workable solutions, combine certain ideas into campaigns and overall give a temperature check on the direction. The Future Media team was on the right track and hotting up!

With the insight from Key Parker the final ideas were worked up and visualised in to high-resolution images whilst alongside the pitch presentation for Bridgestone’s marketing team was developed. On the pitch day the Future Media team took the Bridgestone team and Key Parker through the history on the project, the ideas to date, the outputs of the ideas, the results that could be expected and ultimately how these ideas would benefit the brand, customers and meet the initial objectives of the brief.

THE OUTPUT

At the end of the pitch the Bridgestone team were very complimentary about the ideas, the thinking, the work that had been put into the concepts and relayed that they felt the background work by the team was also strong.

THE RESULT

The Future Media team have been asked to work with Key Parker to take the ideas to the next level and bring them to life from a design and feasibility point of view. The client’s want to see how everything would work in the context of the real world and how much investment they need to put towards.

The Future Media team will be working closely with Key Parker over the coming weeks and months to not only bring the ideas to life but to execute them and also go to the events and exhibitions where the team’s ideas will be delivered to the trade and public for the first time.

The Future Media Bridgestone Team
The Future Media Bridgestone Team:
Neil Horne, Julia Ivorra Harrison
and Richard Duffy

 

Exciting times for the team lie ahead!

 

Gray Dudek

Senior Lecturer in Digital Communication and Future Media