Bridgestone Barrier|短视频|广告营销案例【ADGuider广告指南】

普利司通屏障

案例简介：普利司通将足球场上的广告牌变成记者和摄影师的保护屏障一个闻所未闻的行动，与 VML 合作创建，旨在激活 CONMEBOL Libertadores 2019 锦标赛的赞助圣保罗 2019年4月11日。在足球场边线工作的记者、摄影记者和摄影师的生活无论如何都不容易。除了为了捕捉游戏的最佳角度所需要的注意力和体能之外，他们还必须非常敏捷，以避免被球击中或被球员撞倒。这就是普利司通屏障的主要目的: 保护这些专业人员和他们的设备免受偶尔的事故。这个创新的倡议，VML 机构的大脑的孩子，是世界上最大的轮胎制造商普利司通一系列行动中的第一个, 将承担全年启动赞助 CONMEBOL Libertadores 2019 锦标赛。普利司通刚刚将对拉丁美洲最重要的足球锦标赛的赞助延长到 2022年，并将合作伙伴关系扩大到南美足球锦标赛, 继续其投资创新的战略，这些创新将客户和他们的激情联系在一起，如足球。有史以来第一次，静态的传统广告牌将成为轮胎屏障。该品牌的营销活动将于今天在里约热内卢马拉卡纳体育场举行的弗拉门戈和玻利维亚圣何塞的比赛中亮相。 “轮胎是车辆和地面之间唯一的接触点，是一个重要的安全项目。该行动还将加强品牌的其他特征，如性能和技术。普利司通营销总监 Oduvaldo Viana 表示: “有了这一前所未有的举措，我们将我们的产品引入该领域，以保护和帮助记者，就像我们对待客户和他们的热情一样。”。普利司通屏障已经进行了几次测试，以确保它被正确地固定在适当的位置，符合 CONMEBOL 的所有安全标准。该设备将具有与当前静态广告牌相同尺寸的金属结构，以及由 45 个轮胎组成的 “带”，普利司通品牌将在那里印刷。 “我们决定用 100% 的类比广告牌来代替使用第三方技术来制作数字广告牌, 阿德里亚诺 · 阿卜杜拉说: “使用我们客户自己的尖端技术 -- 他们卓越的轮胎质量 -- 并创造一个真正前所未有的现场激活，这将有助于区分普利司通的赞助，” VML 的创意副总裁为了介绍 “普利司通障碍”，制作了一部电影，其中包括记者劳拉 · 莫塔、利奥 · 卢卡斯和罗曼 · 劳里托、摄影师弗拉维奥 · 霍普和摄影师卡洛斯 · 瓦雷拉的证词, 他们描述了他们在足球比赛报道中的经历，强调了安全的重要性。为了提高电视广播产生的知名度，在比赛期间，社交媒体上会有足球影响者的激活，此外, 品牌内容行动也计划在体育电视节目中推广普利司通壁垒。促进公司激活的综合传播战略，包括普利司通障碍，除了公司的数字渠道之外，还包括一系列对多元化媒体中多元化受众的激活。

普利司通屏障

案例简介：BRIDGESTONE TURNS BILLBOARDS IN SOCCER FIELDS INTO PROTECTION BARRIERS FOR REPORTERS AND PHOTOGRAPHERS An unheard-of action, created in partnership with VML, which aims to activate the sponsorship at CONMEBOL Libertadores 2019 Tournament Sao Paulo, April 11th, 2019. The life of the journalists, photographic reporters, and cameramen who work on the side lines of soccer fields is not easy by any stretch. Besides the concentration and physical fitness needed in order to capture the best angles of the game, they have to be extremely agile to avoid being hit by a ball or run over by a player. And that right there is Bridgestone Barrier’s main purpose: to protect these professionals and their equipment from the occasional accident. This innovative initiative, the brain child of VML agency, is the first in a series of actions that Bridgestone, the world’s largest tire manufacturer, will undertake throughout the year to activate the sponsorship of CONMEBOL Libertadores 2019 Tournament. Bridgestone, which has just renewed the sponsorship of Latin America’s most important soccer tournament until 2022 and has extended their partnership to the South American CONMEBOL championship, continues its strategy of investing in innovations that bring closer together customers and their passions, such as soccer. For the first time ever, a static, conventional billboard will become a tire barrier. The brand’s marketing action will be seen in the field today, during the game between Flamengo and Bolivia’s San Jose at Maracana stadium, in Rio de Janeiro. “The tire is the only point of contact between the vehicle and the ground and is an essential safety item. The action will also reinforce other traits of the brand, such as performance and technology. With this unprecedented initiative, we are bringing our product into the field to protect and assist journalists, as we do with our clients and their passions”, remarks Oduvaldo Viana, Bridgestone’s Marketing Director. Bridgestone Barrier has undergone several tests to ensure it is properly held in place, in compliance with all of CONMEBOL’s safety criteria. The device will have a metallic structure with the same dimensions as the current static billboards and a “band” consisting of 45 tires, where the Bridgestone brand will be printed. “Instead of using third-party technology to make a digital billboard, we have decided to bet on a 100% analogical billboard, using our client’s own cutting-edge technology – their superior tire quality – and create a truly unprecedented field activation that will help tell Bridgestone’s sponsorship apart from all the others”, states Adriano Abdalla, VML’s Creative VP To introduce the “Bridgestone Barrier”, was produced a film that features testimonials from journalists Lara Mota, Leo Lucas and Roman Laurito, from photographer Flavio Hopp, and from cameraman Carlos Varela, who describe their experiences s during the coverage of soccer games, highlighting the importance of safety. To increase the visibility generated by the TV broadcasts, during the match, there will be activations with soccer influencers in social media, In addition, branded content actions are also planned to promote the Bridgestone Barrier on sports TV shows. The integrated communication strategy to promote the company’s activations, including the Bridgestone Barrier, also includes a series of activations to diversified audiences in diversified media, in addition to the company’s digital channels.