Tyre manufacturer Firestone needed to build a relationship with female drivers. Research showed that half of New Zealand’s women make tyre-purchasing decisions themselves, but most feel they are being exploited at the point-of-sale.
An advert by its male-led creative agency tested badly with the female audience Firestone was trying to reach. Instead, it’s female-led media agency suggested delivering action rather than words by the company supporting Breast Cancer Awareness.
Firestone set up a designated website selling pink tyre dust cover caps for $2 each. All proceeds were donated to Breast Cancer Awareness. It decided to begin the campaign in September to avoid its message been lost amongst the many breast cancer sponsorships that run throughout October.
The 10,000 pink dust caps initially ordered by Firestone sold out in just eight days. An additional 20,000 were sourced and sold. In all 30,000 dust cover caps were sold, 25 days before the campaign ended. In total Firestone raise $63,950 for Breast Cancer Awareness and raised the profile of its brand amongst female drivers.
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