Bridgestone Turanza T005 Launch / Bridgestone Europe


The Bridgestone Turanza T005 pan-European launch experience took place in the Athenian Riviera across 5 days in September 2017. The theme ‘Master the journey’ was woven through immersive presentations, an interactive brand exploration, dynamic workshops, and a theatrical choreographed hands-on wet drive experience, all accompanied by 5-star hospitality. Over 300 participants included business partners from Bridgestone dealership customers (6 regions and 28 nationalities) and the media.

Our brief was to launch the new Turanza T005 tyre to Bridgestone dealership customers and journalists. The Turanza is the most commercially important tyre in the Bridgestone range, and the T005 was undergoing rigorous testing to elicit its competitive advantage during the weeks running up to launch. Alongside the challenge of bringing this to life, the key messages were to underpin the new product. The Bridgestone brand DNA ‘Keep going no matter what’, the availability of a new suite of sales tools to aid consumer interaction, and the Bridgestone product promise ‘Built with the consumer for the consumer’. This defined our ‘Master the Journey’ theme. The journey included Bridgestone World, an interactive brand exhibition; Bridgestone Arena, launch symposium; Bridgestone Experience, expert workshops; Bridgestone Drive, the Turanza T005 test track, and Gala Dinner where guests were entertained whilst enjoying a luxury catering experience.

From the initial event strategy, location sourcing, creative concept, production, logistics and delivery, Avantgarde created a truly inspirational launch.

The success of this campaign is demonstrated in the fact that we received a 100% guest satisfaction rate.

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