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Bridgestone Retail rolls out tech-driven ad campaign

NASHVILLE — Bridgestone Retail Operations (BSRO) is launching a marketing campaign featuring employees at its Firestone Complete Auto Care retail tire and automotive service locations.

Titled “Crew,” the new campaign features 13 technicians from Firestone Complete Auto Care locations sharing their expertise and passion for providing trusted tire and automotive care, BSRO said, to highlight the role trust plays in the service experience at a Firestone store.

The campaign, which includes television, radio and digital commercials, focuses on the brand’s “Fixed Right, Priced Right, Right on Time” Triple Promise.

The selected technicians offer unscripted thoughts on the importance of putting a personal touch on their work, while also sharing their commitment and sense of pride in providing high-quality service, BSRO said.

“Our employees are our greatest asset,” Jeffrey Lack, vice president, marketing and merchandising, Bridgestone Retail Operations, said.

“Trust isn’t built in a vacuum. It is built through personal connections and a shared sense of community, a handshake or a conversation. By featuring real technicians, unscripted and passionate, we are showing drivers that we take caring for their vehicles as personally as they do.”

The new campaign launched today with 15- and 30-second broadcast spots as part of an integrated initiative that includes digital and radio advertising, in-store signage and recruitment materials.

BSRO and operates more than 2,200 automotive service centers across the U.S. under the Firestone Complete Auto Care, Tires Plus, Hibdon Tires Plus and Wheel Works brands.

The new ads play off the previous BSRO campaign, titled “Handcrafted,” which played up the skills of the mechanics at it Firestone Complete Auto Care locations. That campaign debuted in 2015.

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