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BFGoodrich Bolt On Campaign

BFGoodrich hopes this campaign will have consumers “jumping” into stores to purchase a new set of tires.

Jul 15, 2010

BFGoodrich(r) Tires Takes a Drive on the Wild Side with Bolt On Ad Campaign Launch
Performance characteristics of the animal kingdom mirror the grip, acceleration and toughness of BFGoodrich Tires

http://www.youtube.com/bfgoodrich#p/a/u/1/5aRHJIMVKDg
http://www.youtube.com/bfgoodrich#p/a/u/0/gg4KbXCDNHc

GREENVILLE, S.C. - July 14, 2010 - What does a pneumatic wrench, a window washer and a tree frog have in common? Launching today, BFGoodrich(r) Tires' new national advertising campaign will answer that question. While the company hopes this campaign will have consumers "jumping" into stores to purchase a new set of tires, it is not the reason they are showcasing a tree frog. Instead, the company is focusing on the characteristics of the amphibian to illustrate the grip of new set of BFGoodrich tires. Other animal metaphors throughout the campaign will bring the company's message home, enabling consumers to understand just how easy it is to bolt on grip, acceleration and toughness to their vehicles.

Sstp_1007_01_o+bfgoodrich_bolt_on_campaign+bfgoodrich Photo 2/2   |   BFGoodrich Bolt On Campaign

This national broadcast, print and online advertising campaign heralds a new approach for BFGoodrich Tires, providing consumers with a series of unconventional and obviously fictitious situations to help clearly visualize key tire benefits. The campaign illustrates that while consumers cannot literally bolt on a cheetah's "legs" for acceleration or a tree frog's "hands" for grip, they can achieve the grip, acceleration and toughness for their vehicles by simply bolting on a set of BFGoodrich tires.

"Although not all consumers aspire to be race car drivers, rally pros or drifting champions, they can get a more exhilarating driving experience by owning tires with the same attributes of those used by these driving experts," said Tom Jupena, marketing communications manager for BFGoodrich Tires. Among the BFGoodrich Tires' records and accolades touted in the advertising:

. Grip: The first street tire to pull a 1g turn
. Acceleration: The first street tire to run a sub-eight second quarter mile
. Toughness: 20 straight SCORE Baja 1000 victories

While the animal kingdom captured the spotlight for this campaign, it was supported by two stars in the automotive world. Both are members of BFGoodrich Tires' TeamBFG program, a diverse coalition of auto enthusiasts who share BFGoodrich Tires' passion for motorsports. Two-time Formula Drift champion Samuel Hubinette did the stunt driving for the spots and Rally pro Lars Wolfe provided technical and special counsel. The vehicles featured in the ads include a Ford Mustang GT with BFGoodrich g-Force(tm) Super SportA/S tires and a Mitsubishi Lancer Evolution with BFGoodrich g-Force Super SportA/S tires.

The BFGoodrich Tires team led the development of the new campaign in cooperation with a senior level team from The Martin Agency, located in Richmond, VA. The new campaign features a media plan that includes a variety of television, print and Internet advertising mediums.

Online and television advertising featuring the tree frog metaphor will launch on July 14. This first television spot will also be introduced on BFGoodrich Tires' Facebook page and YouTube channel. Print versions of the tree frog will begin appearing in September issues. Cheetah and "toughness" print ads will get rotated in later in the year. Dealers are also supporting the campaign with point-of-sale materials and advertising materials designed to extend and enhance their own local marketing plans.

Using motorsports as a proving ground for more than 35 years, BFGoodrich(r) Tires is involved in every type of racing, including oval, sports car, drifting, drag, desert, dirt, rally and extreme rock crawling. BFGoodrich Tires combines technological expertise with vast motorsports experience, delivering a high-performance tire for every type of vehicle. Visit BFGoodrich Tires at www.BFGoodrichTires.com.

BFGoodrich Tires' enthusiasm has extended on-line as well, with a gathering place for auto enthusiasts to upgrade their passion for driving through Nation of GO, where people can celebrate and share what they love to do best at www.NationofGo.com

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