Firestone

Indy 500: Bringing Firestone’s racing history to fans in Europe.

Brand strategy  |  Campaign  |  Content creation  |  Website

Founded in 1900 by Harvey Firestone, Firestone is a modern tyre company with a rich heritage.

As the man who sold Henry Ford the set of pneumatic tyres for his first automobile, and the brand that invented the modern tyre, Firestone was a legendary name known in every American household throughout the 20th century.

Today, Firestone is an international brand that maintains the integrity of its founding father. The company was looking to share their brand story with European audiences, and we had the knowledge, expertise and vision to help them.

The Challenge

The Indy 500 is considered the ‘Greatest Spectacle in Racing.’ As part of the Triple Crown of Motorsport, it’s a must-see event for all racing fans. But this historic American event is lesser-known in Europe, and Europeans’ knowledge of Firestone’s rich racing heritage is almost non-existent. It wasn’t for lack of passion. It was because they never really had the chance to experience it. Firestone wanted to change that. They wanted to find a way to share Firestone’s capabilities on the track with Europe’s most ardent racing fans.

The Solution

We believed the best way to connect with these fans was to bring Firestone’s racing history to life. Using vintage footage and photos from the company’s archives, we repurposed the content to tell the story of Firestone’s racing history and the Indy 500 through an online quiz and interactive ads.

By transforming the old visuals into Boomerangs and adding a countdown clock for each question, we designed an engaging and fun way for people to learn more about this iconic piece of Firestone history.

We also organised a strategic digital campaign to reach as many people as possible and send a few lucky winners to the 2018 Indy 500.

The Impact

Smart targeting, vintage pop culture design and an incredible prize resulted in an incredible amount of users played the quiz and learned about Firestone’s heritage in racing

Participants
22.698

Leads generated
2.588

Happy winners
12

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