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.

Perhaps the highest-profile and most integrated plan element was our dual-message campaign launch in the NCAA Men’s Basketball Tournament. In addition to running :30 spots showcasing BFGoodrich’s high-performance heritage, we developed a multi-event driving competition as an in-program feature during CBS Sports' Road to the Final Four broadcast. The BFG Road Crew Challenge gave five Gearhead college hoops fans, each representing a college in the tournament, the chance to compete against each other in a variety of race events, from drag racing to off-road.