The old saying, “half the money you spend on advertising is wasted, you just never know half”, is even more relevant in this digital age when there are so many ways consumers can be reached.
Fleet branding and vehicle signage has become a cost effective way to leverage your other advertising activities and create awareness of your brand.
Bridgestone Australia has used branding on its fleet for many years in its ongoing support of the Leukaemia Foundation in Australia. The branded vehicles looked more like race cars but were very easy to identify with the prominent Bridgestone logos.
More recently it has used fleet branding to leverage the ‘Hands’ advertising which was launched in 2014. Large hand prints are splashed on the rear doors which aligns with the imagery used in the brand campaign. The Bridgestone logo and messages are featured on the front doors and themed around the environment, safety or the Leukaemia Foundation.
Managing Director Andrew Moffatt said there were many benefits to vehicle branding, particularly for Bridgestone whose customers are motorists.
“We’ve created a strong identity for our fleet by branding them with livery which conveys our key messages,” Mr Moffatt said. “Bridgestone staff members travel all over the country visiting customers and retailers, and wherever they go they’re raising awareness of the Bridgestone brand.”
Mr Moffatt said the branding had also helped foster employee pride. “Staff are proud of our brand and enjoy representing the company out on the road,” he said.
The most recent addition to Bridgestone’s fleet is a BMW i3. The electric vehicle, named Wheels Car of the Year in 2014, is fitted with Bridgestone ologic tyres as original equipment and adorned with striking Ecopia themed livery.
“The car represents our passion for innovation and environmental awareness and will be used to promote Ecopia in conjunction with Bridgestone’s sponsorship of the World Solar Challenge later this year,” Mr Moffatt said.