Feel the Rumble
No more minimizing your Gmail window, or turning the sound off on your IM,
or frantically x-ing out of your fantasy football team’s stats page. Our new
voice-controlled “Drag Strip Challenge” for BFGoodrich will have you loudly
and proudly “grrrrrr-ing” your way to victory. The louder you are, the
faster your car will go. So channel your internal V8 and prepare to take
control at http://www.bfgoodrichtires.com/bfgapp/screamingfast/index.jsp.
And don’t forget to shift...
BFGoodrich Checks Gauges and Peels Out
With spots tackling real-life situations like "getting home from the fishing trip before the wife knows you're gone," this year's BFGoodrich campaign touts reliability while appealing to the desires of the everyday consumer. To reinforce the "Take Control" messaging that resonates with the this target, we showcased two of BFGoodrich's most-celebrated communities, off-roading and drifting, to illustrate that taking control behind the wheel begins with taking control of the tires.
BFGoodrich Conquers New Territory
BFGoodrich had been speaking to a small part of the enthusiast segment for years — “preaching to the converted,” with little chance of attracting new consumers. They needed communications that broadened the target without ignoring or alienating their core. The "Decisions" campaign not only showed the extreme scenarios (like speeding through Mexican deserts) that BFG enthusiasts face regularly, but it did so in a way that weekend warriors and weekend warrior wannabes could identify with, or aspire to, as the case may be.