Get Firestone Direct in the hands and minds of consumers by interrupting the maintenance cycle with an alternative solution—mobile automobile service on their terms. In addition to tire repairs, Firestone Direct provides simple but critical maintenance repairs such as oil changes, headlight replacement, wiper blade changes and more.
Even more than introducing a new brand to Firestone consumers, we needed to rewire the habits of consumers to think about auto repair differently.
In order to break through to the consumer and effectively position Firestone Direct as the solution to a universal frustration, we created a brand voice that was equal parts human and witty. We captured photo and video content of real Firestone Direct services solving consumer problems in various locations to be used across social, web and print. The campaign launched in three markets and is set to expand into nine states in 2022.
In addition to a large database of photo and video assets for the brand at large, we shot a short campaign intended to live digitally and quickly communicate the value of Firestone Direct as consumers were ready to book at-home car maintenance because, after all, no one should run your schedule but you.
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