Why did Yokohama get involved?
Building on from their successful campaign in 2015, Yokohama utilised their partnership with Chelsea FC to generate high profile coverage of the tyre safety month message ‘Don’t chance it, check it’.
The objective, to encourage football supporters to check their tyres before setting off to any match or event as well as generating PR opportunities that extend beyond the traditional methods for the tyre industry and motoring press.
What did they do?
Working closely with the Chelsea FC marketing team, Yokohama created a strategic PR plan that showcase the tyre safety month message to a maximum audience. TyreSafe branded safety messages were displayed on the big screen and the electric pitch side boards at Stamford Bridge.
Within the match day programme, Yokohama secured a full page advert which featured the TyreSafe logo and ‘Safe Tyres Safe Lives’ message.
Chelsea FC became the first Premier League Football club supporting member, a major breakthrough for TyreSafe. A photoshoot with the team combined with press releases enhanced the high profile coverage for both TyreSafe and Tyre Safety Month.
The result
A total of 496,468 football fans were exposed to the TyreSafe message at Stamford Bridge. This was an increase of 203% compared to last year’s awareness campaign. Chelsea have agreed to continue to support TyreSafe and tyre safety throughout the duration of 2016/2017 with safety messages at all home matches.
Get involved
Like what you hear and want to play a part in making our roads safer, then call TyreSafe on 01787 226995 or email theteam@tyresafe.org
