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Swinging at daisies is like playing electric guitar with a tennis racquet: if it were that easy, we could all be Jerry Garcia. The ball changes everything. >> michael bamberger


the campaign >>

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the set up the positioning the target the competition the difference the nugget the strategy the big idea the work print experiential digital cross branding broadcast cause marketing the golphabet

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the set up >>

The Institute of Advanced Advertising Studies (IAAS) is one of the 4A's longest-running and most-praised annual training and talent development programs, developed in association with local colleges or universities and sponsored by many 4A's councils. The IAAS puts young, promising agency professionals into a real-life marketing environment and challenges them to apply their best thinking and efforts to deliver an integrated plan and creative solution for a discerning client. This yearâ&#x20AC;&#x2122;s IAAS client was Bridgestone Golf. This is the winning campaign.

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vitruvian dan

Researches extensively before purchase

Influenced by friends, golf shop pro and word-of-mouth

the positioning >>

Amateur swing speeds – doesn’t care what the pros play Innovation adapter, trendsetter

Titleist may be the #1 ball in golf. But Bridgestone is the #1 ball fitter. Their unmitigated focus on innovative, customizable gear ensures that every golfer is equipped with an arsenal of personalized products. So don’t just play what the pros play. Play what fits your game.

Driven to improve himself; internally and externally competitive Options and customization important purchase considerations

the target >> Hits that one sweet shot, and he’s hooked

Sports enthusiast; leads active lifestyle

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Married; appearances important

Golf is a rite of passage for young men, personally, socially and professionally. Being able to hit the links, then hit the sweet spot, provides pleasure (and relief). Rather than focus solely on golf’s favorite audience, men 44+, we decided to zone in on a demographic of young, avid golfers (25 - 39). These men are open-minded innovation embracers who will push themselves until they get it right, and will spread the word about what works. <<<<<<< 7


the competition >>

Cries of BETTER! FASTER! FARTHER! STRONGER! wonâ&#x20AC;&#x2122;t sell a product. Nor will technical jargon, shiny product shots or merciless application of gradients. But results? Results will sell a product.

<< these are not results. 8

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the difference >>

Bridgestone offers an innovative process and product with measurable, visible results: the Ball Fitting Challenge. By combining sophisticated technology with the characteristics of your swing, Bridgestone determines whether youâ&#x20AC;&#x2122;re playing the right golf ball for your game, then matches you with the ball that optimizes your performance.

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<< the nugget

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70%

of golfers who participated in a Ball Fitting Challenge â&#x20AC;&#x201C; and switched to bridgestone â&#x20AC;&#x201C; gained an average of twelve yards off their drive. <<<<<<< 13


12 yards. seriously.

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the strategy >>

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don’t just tell me, show me.

Bridgestone already has a smart message: don’t just play what the pros play, play what fits your game. In a world where everything is customizable, the insight that you should also customize your golf game aligns very closely with a young, avid golfer’s mentality. Instead of just saying “faster goes farther” or “better, faster, stronger,” Bridgestone has the stats to back it up: seventy percent of people who participated in a Ball Fitting Challenge gained an average of twelve yards off their drive. twelve yards. That’s a big deal, especially in golf, where every inch matters. If you sunk a thirty-six foot putt, you’d be ecstatic. the big idea >> Bridgestone is results you can see – the so our strategy is to show, not tell. Whether that’s by painting 12 yard a picture in someone’s mind with words or experiences, every aspect difference of our campaign illustrates the twelve yard difference. How long is it, really? What does twelve yards look like? 17 What does twelve yards feel like? taste like? sound like? <<<<<<<


donâ&#x20AC;&#x2122;t just tell me >>

print applications

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print >>

outdoor teasers >>

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When you drive it twelve yards farther, youâ&#x20AC;&#x2122;d better be able to handle your alone time.

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124 OF THOSE

<< print

PAIN-IN-THE-ASS PENCILS

SPANK IT

WE’RE THE DIFFERENCE

BETWEEN

GOLF TEES FARTHER

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SWITCH TO

GOLF BALLS AND ADD 12 YARDS TO YOUR DRIVE.

12YARDDIFFERENCE.COM THE #1 BALL FITTER IN GOLF

Find a ball fitting

challenge near you

Find a ball fitting

TO THE HOLE

challenge near you

SWITCH TO

GOLF BALLS AND ADD 12 YARDS TO YOUR DRIVE.

12YARDDIFFERENCE.COM THE #1 BALL FITTER IN GOLF

QR codes use GPS technology to locate the nearest Ball Fitting Challenge. <<<<<<< 23


print >>

show me >>

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How to put distance into perspective in a magazine? Do the math. Placing ads fifty pages apart yields a more cost-efficient solution than a twelve yard gatefold.

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donâ&#x20AC;&#x2122;t just tell me.

show me >>

experiential

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experiential >>

the next level >>

show me >>

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Stickers placed in elevators indicate that every three floors, you travel twelve yards higher.

Tape measures and decals placed in high traffic areas (airports, malls, store aisles, street side) put twelve yards into a variety of perspectives.

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<< experiential

par k

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it 1

<< parking takeover

2 ya

rds

clo

ser

pa

12 rk it

r

ose

ds cl

yar

park it 12 yards closer

Spraypaint stencils and rearview mirror passes earn Bridgestone users closer parking.

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mobile >>

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Drivers who want the most out of their journey play Bridgestone balls. Forty foot Bridgestone Hummers driven around for tournaments, publicity events and as general mobile awareness units â&#x20AC;&#x201C; all riding on Bridgestone tires, of course.

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donâ&#x20AC;&#x2122;t just tell me. show me

the 12 yard >>

digital cross branding broadcast

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digital >>

<< web skin WWW.12YARDDIFFERENCE.COM

welcome to the welcome to the

12 yard difference and think ofmore it more this: think of it likelike this:

interactive

2tall giraffes

2.16 3high

12 yards x 18 holes =

stories

All ad traffic driven to the 12YardDifference.com, a web skin that simulates scrolling twelve yards to an expository video about the campaign and Ball Fitting Challenge results. Leads to Bridgestone Golf’s redesigned homepage.

footBall fields

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king

Beds wide

8640 Blades of grass

social media >>

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Bridgestone’s facebook page continues the dialogue, offering news, tools, tips and reviews.

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footlong

hotdogs

108 sQuares of toilet paper

SKIP THAT LAST PAR 3 AND HEAD STRAIGHT FOR HOLE 19. web banners >>

12 YARDS X 18 HOLES = 216 YARDS ADDED TO YOUR GAME (OR A HEFTY PAR 3)

THE #1 BALL FITTER IN GOLF

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interactive >>

gps application >>

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No golf equipment company currently powers a smart phone application. Instead of incurring the expense of creating a new one, why not brand the most popular application on the market, Golfshot â&#x20AC;&#x201C; a partner who shares the same commitment to innovation, customization and technology-driven game enhancement as Bridgestone.

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<< cross branding

2 birds with one bridgestone >>

bridgestone pks >>

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In some countries, twelve yards is the difference between life and death. Bridgestone sponsors penalty kicks during futbol matches to denote the cruciality of free yardage (sans vuvuzelas).

When you examine sports, you start seeing twelve yards everywhere â&#x20AC;&#x201C; and you find a double target: most golfers are also avid sports fans, and most professional and college athletes are talented golfers. Any kind of sports arena offers a unique opportunity for some cross promotion.

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cross branding >>

difference maker of the game

final a.j. green

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>>

wr

>> 137 receiving yds >> 2 td

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cross branding >>

The green monster >>

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The famous left field wall at Fenway Park, affectionately known as “The Green Monster,” is 37,' 2" tall – roughly 12 yards. Copy: Unleash your greens monster. 36 more feet to drive it home when you switch to Bridgestone golf balls. <<<<<<< 45


Broadcast >>

:10 vignettes >>

Ten second TV teasers placed between several commercials exaggerate the length of extra yardage.

CU: camera follows back of lone man walking on golf course, from calf down. hear only crunch of wet grass, wind rustling through trees, birds chirping. Feels quiet, peaceful , reflective â&#x20AC;&#x201C; length of time also feels slightly awkward. final Tag: what does an extra 12 yards sound like to you? experience the Bridgestone difference. 12yarddifference.com.

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donâ&#x20AC;&#x2122;t just tell me. show me the 12 yard

difference >>

cause marketing

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cause marketing >>

+ range for change >>

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One in six men is affected by prostate cancer. Bridgestone and the Prostate Cancer Foundation partner to host “Range for Change” events at driving ranges across the country. Participants drive a bucket of the range’s generic golf balls, then participate in a Ball Fitting Challenge to optimize their swing speed, launch angle and spin rates. For every yard gained – the Bridgestone Difference – Bridgestone matches $1 in donation to the foundation.

+ 12 best yards >>

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Bridgestone and Home Depot pair up to sponsor the “12 Best Yards” contest. Contestants submit video using Home Depot tools to manicure their backyards with the same precision and devotion as they would a golf course. The most beautifully landscaped yards earn their groomers Bridgestone products, a Ball Fitting hosting party, championship tour tickets, rounds of golf, or an all-expenses paid golf trip. Better yet, a trip in the Hummer.

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the golphabet >>

typestyle >>

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The font I created for the Twelve Yard campaign: Helvetica Ă  la mowed.

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thank you.

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Bridgestone Golf // 4As