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CONEXION LATINA CO I X ME A C I R A T A S L E O U C Z E IA N B E M V O L CO IL Z A BR E L I CH A N I T N E ARG
JULY 2013
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SUMMARY
CCR Corporate Activities Public Relations Consumer Marketing Publicity
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Environment Road Safety Social Activities
CCR CSR EDITORIAL ARGENTINA
BRAZIL
Women’s month at Bridgestone
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Road show trailer promotes knowledge and entertainment Children and adolescents receive sports wear donated by Bridgestone
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Bridgestone Chile was present at Copa Bridgestone Libertadores
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CPR Course Bridgestone Solidarity
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COLOMBIA
Bridgestone gets closer to consumers through social media. New Service Center at Los Libertadores
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With full success, Bridgestone Colombia runs the “Think Before You Drive” campaign
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Copa Bridgestone Libertadores in Central America
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Bridgestone gets ecologic blue 28/29 flag award 4777 hours of altruistic, deliberate, 30/31 and purposeful volunteer work Bridgestone Costa Rica trains its suppliers 32 and distributors on Social Responsibility
Launching Dayton, a new brand Promotion “Looking for a race driver” Indy 500 Bridgestone is recognized as Superbrand 2013
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Road safety campaing for holy week Program “Think Before You Drive- Kids” for five years in a row
Bridgestone launches a new web site
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MÉXICO
Regional Team Corporate Relations and Social Responsability
Social media implementation guide 08 At the most important tournament in America 09 Brand presence at important 10 exhibitions Bridgestone introduces its Technologies at 12/13 Agricultural Fair E- Commerce: the new marketing 14 platform in Brazil Bridgestone new promotion offers 15 discounts to consumers Fans participate in Copa Bridgestone 16/17 Libertadores promotions Formula Truck 2013 starts in Tarumã 18
CHILE
COSTA RICA
Staff
Bridgestone desecho para elaborar maceteros y una coordinada campaña de Editorial Firestone Argentina ón de llantas de04 educación para combatir el dengue permitieron a la Asociación Programas Sociales de Dominical de Puntarenas, News Release 05/06/07 ganar un millón de colones otorgados por Bridgestone Firestone de Costa Rica el pasado mes de diciembre. Bridgestone Libertadores
VENEZUELA
Bridgestone Latin America Tire Division, BATO LA.
BSAR – Liliana Nasiff / Ma. Luz Herrera BSBR – Josiene M. de Santana BSCO – Pamela Alarcón CONEXIONLATINA
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Bridgestone Celebrates Tree Day 39 Over three thousand vehicles checked throughout the inflating pressure program developed by BFVZ Bridgestone Center: A place 40/41 for training and entertainment BSCR – Ana María Arce BSMX – Amelia Vives BSVZ -Mayela Carta / Jasergui González / Daniella Vera
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Copa Bridgestone Libertadores News Release
Editorial
The following charts show the levels of appearance of our actions on communication media within the context of Copa Bridgestone Libertadores. In turn such data allow us to quantify the cost such publicity would have had if the company had had to afford it.
The regional Corporate Relations (CCR) and Corporate Social Responsibility (CSR) team is glad to introduce the fourteenth edition of Conexión Latina, which releases results and successful events at Latin America level for the first half of 2013.
Further, in terms of social responsibility, diverse activities have been implemented by each Bridgestone subsidiary in Latin America, not only bearing in mind compliance with the 22 Points for C o r p o r a t e Social Responsibility set by our corporation in Japan but also truly contributing to every country as a responsible corporate citizen, which has led our company to set up a regional Volunteer Program designed to standardize actions and measure our impact in the Latin region to leave our footprint, to create a better world for present and future generations.
Finally, an action that deserves recognition for its success and enormous contribution is the formal presentation of our Crisis Communication Manual for Latin America, a functional guide addressing critical scenarios. It includes instructions for the region and reference documents such as working and analysis sheets or briefing tools that enables us to manage actions designed by the team in charge, in times of crisis. Throughout this year the team will continue working on its dissemination and implementation at each subsidiary. We hope you will enjoy this edition!
Country Costa Rica Venezuela Argentina México Total
Volunteers 288 55 76 37 456
Hours
TV Radio Journal Web Magazine Total
40 30 20 10 Brazil
Colombia
Costa Rica
Mexico
Argentina Venezuela
Publicity by media type 120
$180,000 $160,000 $140,000 $120,000 $100,000 $80,000 $60,000 $40,000 $20,000 $0
100 80 60 40 20 0
Editorial
Media type
50
0
4777 2762 2160 222 9921
USD Equivalency $74,012 $78,796 $21,593 $14,168 $15,980 $21,660 $226,209
Publicity by country
60 Number of Publication
Among these activities, and as a big success, and real historic landmark for Bridgestone in our region, we can mention our debut in Copa Bridgestone Libertadores as title sponsors through an agreement with the South American Confederation of Soccer (CONMEBOL) effective as from 2013 until 2017. Then, we should consider promotional campaigns through social media developed by the marketing area showing our passion for this sport.
Number of publication 56 Brazil 41 Colombia 12 Costa Rica 15 Mexico 14 Argentina 8 Venezuela 146 Total Country
Numbers of publications
These results reflect teamwork and spirit of cooperation with other areas of the corporation as Marketing and Trade Marketing within the segments of Consumer Market and Bridgestone Bandag Tire Solutions BBTS. In a joint effort we strive to take our brand to the highest levels, thus fulfilling our mission “to serve society with superior quality.”
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Publicity
TV
Radio Journal Web Magazine
$90,000 $80,000 $70,000 $60,000 $50,000 $40,000 $30,000 $20,000 $10,000 $0
Number of publication 4 2 27 111 2 146
USD Equivalency $7,483 $3,480 $48,327 $164,412 $2,507 $226,209
Publicity by media type USD Equivalency
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Copa Bridgestone Libertadores Activities
New Web Site
APP
“Quiniela” Contest
Contest “Sports Reporter”
BATO LA starts promotional activities by launching its new web site http://www.bridgestonelibertadores.com /, a digital space devoted to those soccer followers in the region, to say thank you for their trust and support.
Development of the APP mobile for iPhone and Android, as part of promotional and social activities for Copa Bridgestone Libertadores. This application includes all the information on the championship such as match dates, calendars, general news and social media. This application is available in Spanish, Portuguese and English, as well as for iPhone and Android systems (available at App Store and Google Play). APP users can consult daily schedules for matches, program an alert system daily to follow the matches clicked as favorite; also, it discloses news relating to the championship and it is possible to share soccer team positions and results on Facebook and Twitter. Application users will also learn about promotions and location of nearest Bridgestone Service Centers.
Participants try to make the highest number of correct predictions on match results within the Copa Bridgestone Libertadores. This contest is valid in Mexico, Chile, Peru, Bolivia, Colombia, Ecuador, Costa Rica, Guatemala, El Salvador, Honduras and Venezuela. The winners from each county will be awarded a trip for two to the Copa Bridgestone Libertadores final match.
“Sports Reporter” is the second regional contest, through which the brand invites soccer fans having skills as sports reports to win a trip for two and have the leading role in videos, interviews, behind the scene, parties and special events during the Great Final Match of Copa Bridgestone Libertadores.
It is the passion that connects us across Latin America, the same passion Bridgestone seeks to share with family and friends surrounded by moments with those who love this sport. It is for this reason that the brand has developed a web site for “Copa Bridgestone Libertadores”, where fans from each country closely follow all the details of the championship such as: Match schedules, scoring results and photo albums among news of interest.
Publicity
To participate, Bridgestone invites its followers to sign up through www.bridgestonelibertadores.com; click on Qiniela to be able to enter your prediction on the corresponding phase for groups, round of sixteen, quarter final and semifinals. Users will be able to consult their forecasts, modify them (up to 12 hours before the match) and know their ranking against other participants.
This contest consisting of two phases, a national and a regional one, is effective until June 30 in Argentina, Chile, Peru, Colombia, Ecuador, Mexico, Costa Rica, Guatemala, El Salvador and Honduras. The rules to participate in the game are: to record a 30-second demo video and upload it to Bridgestone Facebook official page in each participating country or on the web site www.BridgestoneLibertadores.com; later on, the contestant will receive notification via email that will confirm the acceptance of the video and finally he/ she will be entitled to invite friends to vote, who will take a chance of winning a trip for two to Copa Bridgestone Libertadores final match.
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ARGENTINA
Social media implementation guide Bridgestone Argentina developed a Social Media Manual that outlines the correct use of social media by our retail network.
At the most important tournament in America Bridgestone actively participated in Copa Bridgestone Libertadores matches in Argentina
To optimize the widespread brand presence of the company in all the matches played in Argentina, Bridgestone made the most of these encounters by fostering bonds with clients, users and journalists. Soccer is, by far, the most popular and attractive sport in Argentina and Copa Libertadores is one of
It goes without saying that the impact of social media on our business is very powerful. Day by day we need to participate and to be seen not only to foster effective communication but also to generate bonds with our end users. Fully aware of this fact, Bridgestone Argentina developed this Social Media Implementation Guide that will help retailers to apply corporate guidelines when they are exposed to the media. The tips included in the guide will allow them to develop profiles in line with their business and engage in appropriate online communication with clients.
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This tool includes issues such as web site design and look & feel criteria, guidelines on updates and suggested topics to include, among others. The objective of this guide is to smooth out this communication channel between POS and end users, making the most of all the tools in social media a daily offer.
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the most prestigious tournaments worldwide. Consequently the audience is really huge; nobody would dare miss their favorite team’s match. Taking advantage of this passion, the company organized at each match exclusive entertainment activities for its red carpet guests. Thus, end users, retailers,
users and journalists watched the matches from the VIP box while sharing a catering service that contributed to strengthening bonds between the company and its people.
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Brand presence at important Exhibitions
Women’s Month at Bridgestone
Bridgestone participated in Arminera while Firestone exhibited its agricultural products in Expoagro.
Bridgestone Business School at Llavallol celebrated Women’s Month by delivering a talk especially designed for ladies.
Arminera opened in Buenos Aires May 7 through May 9; the main companies in the mining sector were there and a total of 10.000 visitors attended the most important exhibition of this industry in the country. Bridgestone had a modern stand to exhibit its tires for mining machinery and to entertain guests and visitors looking for further information about products and services offered by the brand. Firestone, on its side, participated in the seventh edition of Expoagro where it celebrated the 80th anniversary of the creation and production of agricultural tires of the brand by its founder Harvey Firestone. At the 300-square meter stand the public could see the new technologies developed by Firestone to improve product performance. Visitors also had the opportunity to refresh the most important landmarks in the history of the brand close to the farming sector.. Firestone also showed a novel simulator in which participants experienced the different benefits of radial tires compared to conventional ones through a ground compaction simulator. This kind of exhibition offers a suitable environment for our brands to show products and services while doing business with important clients from the different industrial sectors in Argentina.
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Bernardo Stamateas, a well known professional, addressed the issue ‘women and stress’. It goes without saying that today women play important roles in the business world besides having an active family and personal life, which ultimately generates high levels of adrenaline daily. We counted on an excellent response from employees, suppliers, clients, consumers and teachers within Bridgestone community; the auditorium at Bridgestone Business School was packed full with more than eighty ladies. The speaker, bachelor in Psychology, family therapist and sex expert offered tips to have a relaxed and happy life besides sharing exercises, examples, anecdotes, tests and a segment for questions and answers all participants joined in.
After the talk, ladies entertained themselves at a tea party, which the speaker also shared. All of them had the chance to exchange opinions about the talk.
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Bridgestone introduces its Technologies at Agricultural Fair (Firestone- 11 years in a row as Top of Mind Tire). Through a strong synergy with distributors in the region where events took place, Bridgestone reached outstanding sales figures, both in the agricultural tire sector and the truck tire segment.
With its usual distinctive feature and the popular Far West stand, as successful as ever at agricultural events, Bridgestone launches its next generation technology at the main events in this sector to strengthen the brand even more.
25th Coopavel Rural show: Agricultural program that showed technologies centered on improving productivity of small, medium-seized and big companies. February 4 to 8, near 200,000 visitors learned about the activities of more than 400 exhibitors.
14th Cotrijal Expodireto: Exhibition carried out March 4 to 8 gathered the main segments of the worldwide agro-industry supply chain; that is the reason why it has become an ideal meeting point to get access to technology, information, companies and publicity of products and services directed to the primary sector. 12th Comigo Tecnoshow: It is milestone in the agrobusiness fair segment in Brazil due to the variety of attractive features it offers; the fair was carried out April 8 through April 12 and the original expectation was to attract over 78,0000 visitors. Agrishow: The event, which celebrated its 20th edition this year April 29 through May 3, is regarded as the most important event in the agricultural sector in Latin America, the chance to get to know the latest news in the agro-industry.
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E- Commerce: the new marketing platform in Brazil. Consumers value high performance on roads as well as when purchasing the best tire for their vehicles. With that on mind, Bridgestone Brazil launched its e-commerce section, an online store that will supply, basically, the southern and southeastern regions, with expansion expectations to cover the whole country by next year. In 2012, electronic trade grew by 26% in Brazil, as survey shows *. “It is a fact. A consumer enters to Internet to find information on tires and having the option to make the purchase in the same web environ-
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ment is an additional benefit. To attract these people we had to speak the same language and therefore we created an online store”, commented Alexandre Lopes, Director of Sales and Consumer Market at Bridgestone. Tires available includes passenger, light trucks and SUV tires. Payment facilities, by credit card or bank note, fast delivery, twofive days door to door, assembly at offical distributors are outstanding features among all the advantages offered by this new channel. Products bought from an online store
also have the Super Bridgestone guarantee, an additional six-month guarantee against cuts, punctures and heavy impact. Consumers can contact Client Service by phone, e-mail or online chat. To know our online store, just visit web site Bridgestone www. bridgestone.com.br and click on ‘Online Store’. This web site is part of the brand digital strategy with a strong investment in internet presence in the country.
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Bridgestone new promotion offers discounts to consumers Bridgestone developed the promotion “used tire pays for a brand new one”, granting up to a R$ 200 discount on the purchase of four passenger tires and up to R$240 on 4WD tires. The promotion was valid at all POSs taking part in the promotion across the country March 1 through April 30. When purchasing and assembling Bridgestone and Firestone tires at participating concessionaires, consumers left their old tires to win an automatic discount based on model. Consumers received purchase discounts according to model. “This action benefit consumers by offering purchase discounts and it created a benchmark distinctive feature through better client service and stronger Bridgestone commitment towards environmental responsibility by the rebate of used tires for recycling purposes, making good use of discarded material”, comments Alexandre Lopes, Director of Sales and Consumer Market at Bridgestone.
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Fans participate in Copa Bridgestone Libertadores promotions Bridgestone is developing several actions to strengthen its brand among the Brazilian public within the sponsorship of Copa Bridgestone Libertadores. Since the start of the championship, several activities have already been implemented: “Win a T-shirt of your favorite team” Promotion
Bridgestone Fans
Consumers that purchased a set of four tires, Bridgestone Potenza and Turanza lines, besides Dueler 4WD tires, won a T-shirt of their favorite team. The promotion included the six Brazilian clubs that participated in the championship 2013 edition
There is a Bridgestone fan area in gas stations on the main highways of Brazil, where you can find a huge screen to watch games, stands, food amenities and gifts for drivers visiting the store eager to watch the games.
Copa Bridgestone Libertadores Stand The action was carried out in commercial centers in six cities and the stand allowed consumers to know the company’s line of products/tires, win promotional cards and participate in activities that offered unique gifts, as “virtual penalty kick”; a consumer shoots out and scores a goal; he can take out a picture and share it on Facebook. Blitzes While Brazilian matches were played out of the cities, a Copa Bridgestone Libertadores branded mini van visited bars located in areas of high concentration of fans. Besides distributing flyers on tire care and preventive maintenance, there were gifts and draws of several prizes including hats, balls and even game tickets.
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“Buy and Win” Promotion When purchasing two truck tires Bridgestone and Firestone at a participating associate, clients win a gift: a necessaire or an exclusive bath towel. This promotion is valid until stock lasts, with sales target fully focused on independent drivers.
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Formula Truck 2013 starts in Tarumã
Bridgestone is part of Formula Truck as it has been for 18 years to date supplying 100% of the tires assembled at the race, Bridgestone R227, supporting and promoting several actions to outpace competitors. Besides tires, Bridgestone associates all over Brazil offer repair service- assembly, removal and balancing. Formula Truck, which appeals to Bridgestone audience, is an excellent opportunity to show product performance; it will include ten races and it began on March 10 at Tarumã car track, in the city of Viamão,
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the state of Rio Grande do Sur, after being out of the category for five seasons. Taking advantage of Formula Truck on the weekend, Bridgestone also carries out the Bridgestone Truck Stop all along the legs, where consumers can get information about safety and comfort on roads. The initiative is directed to independent drivers, offering a free check-up of the truck, identification of possible mechanical failures, need of tire adjustment, among other repair services. Drivers also receive instructions on how to avoid premature
wear of the tires, learning a bit more about the five mile “thieves”. Nationally regarded as the most popular category in the country, Formula Truck follows its way to international recognition. The event that already has a step carried out in Argentina may expand to other countries in Latin America.
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Road show trailer promotes knowledge and entertainment
This year, Bridgestone na Estrada will travel along Brazil’s highways promoting conferences and entertainment activities for independent drivers such as access to Internet and projection of national movies for the local community; it will also be used as a mobile stand at the main regional fairs within the sector. There will a total of 87 stops along the main highways of the country at points having strong concentration
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of truck drivers, with the objective of taking the brand even closer to our target public, the independent driver. “Bridgestone trailer will allow us to have a stronger presence in our target public daily life. This project promotes a three- dimensional approach focused on: relationship, training and brand presence. It is a way to be on the spotlight, promoting knowledge and entertainment”,
commented Marcos Aoki, Commercial Sales General Manager at Bridgestone Brazil. The trailer will travel along the main highways of the states of São Paulo, Mato Grosso, Mato Grosso do Sul, Paraná and Bay, visiting 11 cities.
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Children and adolescents receive sports wear donated by Bridgestone To foster sports activities, Bridgestone donated Sports wear to 400 socially handicapped children and adolescents between 8 and 14 that attend soccer schools run by Santo André prefecture. “Soccer is a sport that awakes public’s passion and encourages team work, essential values of our brand. Therefore, we are glad to contribute to the individual development of these children and adolescents through sports“, comments Ariel Depascuali, president of Bridgestone. “I would like to congratulate Bridgestone for its donation of sports wear as a contribution to the project undertaken by the prefecture. It is very important to encourage youth to take up this sport; by means of this activity we can put them to work, to learn positive habits“, comments Carlos Grana, Mayor of Santo André. The donation took place on May 28 in one of the soccer training grounds, during a ceremony attended by Carlos Grana, Santo André Mayor, Mr Ariel Depascuali, President of Bridgestone, other officers from the company, besides kids and adolescents participating in this project together with their parents.
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Bridgestone Chile was present at Copa Bridgestone Libertadores With great brand exposure the company was present at stadiums where the local matches were played.
To accompany Copa Bridgestone Libertadores actions at regional level, Bridgestone Chile had brand presence during the matches played in this country. Next to the circle center a tire shaped image opens out before each match and during the halftime; Bridgestone also appeared on the air-inflated tunnel for players to reach the ground. This presence was enhanced by brand exposure on press personnel’s wear, ground and production staff. Also, at the end of each match, Bridgestone gave a brand trophy to the “best Player of the Game.” A team made up of 20 people working for the events, the Copa Bridgestone Libertadores is, no doubt, a great display opportunity for the brand that can reach thousands of people in Chile as much as in the remaining countries of South America and worldwide.
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CPR Course With the objective of being a company that applies safety in all its value chain, Bridgestone Chile’s members all attended the first CPR course (cardiopulmonary reanimation) delivered at the company; it took 2 hours and included theory and practice exercises.
This is an action that undoubtedly will make us stand out form our competitors if we apply it in all our Family Channel stores to offer high standard services.
Bridgestone Solidarity Fulfilling the commitment undertaken at the press conference organized at the end of Copa Bridgestone Sudamericana 2011, the company made its contribution for the reconstruction of a soccer ground, remodeling restrooms, dressing rooms and open galleries in the premises. This sports facility is located in the community of La Florida; different communities, institutions and groups of
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neighbors, especially children at social risk, visit the place. This last fact was the primary motivation for our company to offer its part. Among the different activities developed at the center we can find Soccer, Futbolito, Baby Football and Rugby, which are practised by children, youths and adults. The center also develops aerobics gymnastics targeting senior members of the community and housewives. The ground was reopened last August 11, when there was an exhibition of all the disciplines practised
at the center. The main attraction was a friendly football game between Colo-Colo 91’ and a team made up of community members. Bridgestone ran its advertising activities to enhance brand presence at the event.
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Bridgestone gets closer to consumers through social media.
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New Service Center at Los Libertadores Bridgestone quality and technology reaches the new Service Center Los Libertadores, in Sogamoso, Boyacá, Colombia.
With the objective of coming even closer to consumers in our country, Bridgestone Colombia takes a step toward social media through its Facebook page (www.facebook. com/ BrigestoneColombia), its Twitter account, (@BridgestoneCol) and its official channel on YouTube (www. youtube. com/user/BridgestoneCol), by means of which consumers can find information on the different activities developed by the company in our country, social responsibility campaigns and tips on road safety. “With this initiative, in which we inte-
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grate different digital media available nowadays, we can offer information to the market on how to optimize safety when driving and how to contribute to having a healthy environment. Additionally, and thanks to our participation as Copa Bridgestone Sudamericana 2013 sponsors, we can share relevant information with sports fans”, pointed out Carlos Eduardo De Araujo, CEO at Bridgestone Colombia.
has enabled Bridgestone Colombia to have a closer approach to its consumers and to get to know its users better. All this is done in an effort to anticipate their needs and provide products with the quality and technology they have always had.
@BridgestoneCol /BrigestoneColombia
This strategy applied to the media
/BridgestoneCol
All car owners at Boyacá may get Bridgestone high quality and technology at the new service center Los Libertadores, in Sogamoso city. Their experience, over 10 years in the market, their kind and professional treatment to clients has turned this family owned company into an excellent option in Sagamoso and surrounding areas. “The strategic alliance built with Bridgestone to open this new service center makes it possible for us to transfer the experience, quality and technology the company has
to offer”, pointed out Alex Nova, General Manager at Los Libertadores. “We are a well known company for its accountability and professionalism; we are sure we can consolidate our business side by side with Bridgestone to get greater recognition in the region, he added.
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With full success, Bridgestone Colombia runs the “Think Before You Drive” campaign
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Copa Bridgestone Libertadores in Central America
With the purpose of raising awareness among Colombian drivers about the main risk factors that can lead to seriousor deadly accidents, Bridgestone Colombia has been developing the social responsibility nationwide campaign “Think Before You Drive”. So far this year It has already been developed in different Service Centers, and chain stores in Bogotá and Cali to expand to Medellin, Cúcuta, Barranquilla and Tuluá, “ Bridgestone’s commitment stems from its passion to improve safety and users’ living standards all around. Through our mission, we work hard in order to be a trustworthy company, a socially responsible company”.
Since last February and until concluding the tournament by mid year, Bridgestone Costa Rica has been organizing events for distributors, friends and end users. The official presentation of the sponsorship took place in El Salvador in February and in Honduras and Costa Rica in March together with journalists, distributors and special guests. About 150 people were present at the tournament matches and enjoyed snacks, sodas and football clinics prepared for all the followers of the main tournament in South America.
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The activity was used to draw promotional products and to inform about the activities to be carried out at POSs, also about the applications developed for the tournament in its android and smartphone versions, the web site www.bridgestonelibertadores.com and the promotions on facebook to win two tickets to the tournament final match.
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Bridgestone gets ecologic blue flag award New environmental actions aim at obtaining Carbon neutral Certification 2013.
The technical committee of Ecologic Blue Flag Program granted Bridgestone Costa Rica a four-star award in the category Actions to cope with Climate Change for its actions and achievements in terms of environmental issues. The company got top grades in all parameters evaluated and became the award winner for having a Waste Management Plan, (PGR- Plan de Gestión de Residuos), ISO 14001 and 9001 certifications, as well as a Carbon Footprint Calculation. According to Sylvia Alfaro, Regional Manager of Environmental Issues at Bridgestone Costa Rica, this achievement is the best way to set the example to those who are part of BSCR family and the community in general since it embodies the positive performance in terms of environmental indicators shown by the company throughout these years, as well as the wish to accept new challenges that will lead us to be number one, striving for continuous improvement.. Hard Work Given that sustainability is a fundamental pillar for Bridgestone management, its business is developed around three fundamental pillars, binding environmental, social and economic evolution. As regards environmental matters, the company abides by ISO14001 standards, focusing its efforts on three important areas:
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• In harmony with nature, it contributes to biodiversity through habitat improvement and conservation as well as by means of environmental education directed to stakeholders and those working on their behalf.
Thus, Bridgestone has succeeded in developing a series of activities and actions leading to controlling, improving and minimizing the environmental impact arising from its internal processes.
• To value natural resources by the continuous improvement of its operations in tire manufacturing fostering a rational use of natural resources, also by improving design to become more efficient.
On the other hand, different projects have also been developed to reach environmental sustainability at both internal and external levels, among them responsible management of solid waste, reduction of energy consumption and CO2 emissions, own water consumption, treatment of waste water, disposal of waste tires, campaign against Dengue, among others.
• To reduce CO2 emissions, minimize green house emissions internally and continuously with the purpose of complying with our corporate goal of diminishing CO2 emissions by 25% by 2020 and supporting the country Program of reaching Carbon Neutrality by 2021.
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4777 hours of altruistic, deliberate and purposeful volunteer work A choir, a theater group, a campaign on highways, the program Leaving a footprint at schools, typical initiatives from different departments, the delivery of Books for All to children in Belén, tires removal in Tárcoles river are only some of the projects that added 4777 volunteer hours thanks to the effort and commitment from BSCR stakeholders. In 2012 a total 280 people worked for the community well-being, the environment and the promotion of art and culture. “At Bridgestone we are extremely satisfied with our performance in 2012 and what’s more, we are grateful to all our volunteers for their contribution to the different actions, in terms of knowledge and abilities. In spite of the myriads of challenges we did an excellent job using the group’s resources and abilities. The objective is to increase the number of volunteer hours and maintain our first place position as an environment friendly company, emphasized Ana María Arce, Corporate Rela-
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tions and Community Coordinator. Besides local actions, soon there will be corporate volunteer work projects at each of our subsidiaries striving for a Latin-American integration of volunteer work in one force. In 2013 Many of the programs carried out successfully will continue in 2013. Besides, some other interesting volunteer actions have been programmed as a visit to Talamanca indigenous reserve to improve its infrastructure and foster integration of community members, maintain volunteer work in Tárcoles river and promote blood donation, among others.
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Bridgestone Costa Rica trains its suppliers and distributors on Social Responsibility Bridgestone Costa Rica together with the Business Association for Development (AED), the German Technical Cooperation (GTZ) and the organization for business Development MIPYMES (FUNDES), under the project Value Chain, trained several clients and suppliers on issues relating to Sustainability and Corporate Social Responsibility in Costa Rica. Reenfrío and Trac-taco are representatives of our distribution chain; Group HAS, IONICS, Elvatron and TAS belong to the suppliers area; the former were selected for the impact their operations have on Bridgestone Costa Rica and their clear interest in continuous improvement. The objective of the company is to align practices among those working with us, sensitive to social responsibility management for them to develop their business activity and achieve sustainable and socially responsible processes.
After this audit, the company works on a plan of improvement development in the areas where it obtained lower marks by getting internal training and working on projects and strategies that allow them to improve. This whole project is financed by BSCR, FUNDES and to a smaller degree by distributors and suppliers.
The process applied to Value Chain consists in carrying out, as first step, a self evaluation about the current situation on these issues within each company using a tool PyMES, measured with the support of a consultant and through the parameters settled down by AED, among them internal public, governance, community, generation of public politics, responsible retailing, environment and suppliers.
Soon the process will be over; results on improvement will be disclosed as well as sustainability knowledge and social responsibility applied throughout the project.
Launching Dayton, a new brand On April 16 Bridgestone Mexico, through its division Bridgestone Bandag Tire Solutions (BBTS), introduced its new brand DAYTON and tire designs for load transporters and passengers Radial Metro All Position and Radial Drive Deep Skid, new tires for high tech truck manufactured in USA, and which offer as main benefit a low cost and solution of excellent renewability. Unlike our competitors’ tires in the same segment Dayton tires are manufactured in USA with a Quality Assurance System issued by Brid-
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gestone, counting on compound, design and production processes that aim at securing safety for drivers and passengers. “For Bridgestone introducing a brand as Dayton in Mexico means a an opportunity for further growth since we aim at satisfying a market segment by providing a wider range of high quality products that guarantee physical safety as much as cost reduction by kilometer,” said Alejandro Cortés, BBTS division Commercial Director, who was the host at the main event.
Nowadays in the country automobile transportation carries 80% of the load; this is the reason why we should offer products that meet the demand of such an important sector in our internal economy; in turn, tourism through highways has taken an outstanding position lately, which highlights the need of high quality products that guarantee savings and safety when traveling across Mexican roads; Dayton has met those needs.
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Promotion “Looking for a race driver” Indy 500 This social media contest was launched through Firestone México Facebook (/FirestoneMX). Inside the application users followed five races (or chances) that consist of three turns or rounds of questions that would put their Indy 500 knowledge to the test.
fortunate winners and their navigators attended Indianápolis Motor Speedway, regarded as the biggest sports facility in terms of capacity, and together with other 400,000
Winners received a free trip for two all inclusive to Indy 500 that took place May 24 to 26, 2013.
spectators they shared the emotion of the hair raising 200 turns on this historical race. At the end of the race the winners of “looking for a race driver” greeted Tony Kanaan, winner of Indianapolis 500 miles 97th edition, who spoke about the impact of this victory when becoming the fourth Brazilian race driver to receive this award.
During the trip, the winners spent their stay with Bridgestone México officers and race organizers. The
Bridgestone is recognized as Superbrand 2013 Bridgestone Mexico has been recognized as one of SUPERBRANDS 2013 by the Mexican Brand Board. Superbrand Mexico is a global branding independent authority present in more than 80 countries where it identifies, evaluates and acknowledges the most prestigious brands in the market to be published in a collection book.
With the objective of bringing the public closer to a unique experience in motor sport, Bridgestone México launched its competition “Looking for a race driver” to take winners to be part of Indianapolis 500 miles, one of the most important events in motor sport history.
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Firestone and Indy 500 have always been a duet full of passion for speed and great tradition in the racing world; it is for this reason that they pull together their strength in this competition in Mexico to come closer to the public that has bestowed trust and support on them through
time. “Looking for a race driver” is a social media promotion effective until April 26 and will take 5 winners and their navigators on a free trip to Indianápolis 500 miles.
The company was chosen among a group of more than 1000 brands that were evaluated according to the following criteria: (1) background; (2) market presence; and (3) consumers’ loyalty. Only companies that obtain “outstanding” rating in all categories are entitled to get the award.
“For Bridgestone it is an honor to be recognized once again as a SUPERBRAND in Mexico, mainly in such a competitive market as ours, which represents a great challenge for all brands,” commented Amelia Vives, Manager of Corporate Relations and Social Responsibility at Bridgestone Mexico on receiving the award. “At Bridgestone we have set out corporate, promotional and obviously marketing strategies that have made us a market leader. Bridgestone is positioned as a brand of excellence thanks to our brand values and our corporate philosophy, following our mission to serve society with superior quality”, added Ms Vives
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Road safety campaing for holy week
For four consecutive years, Bridgestone Mexico has carried out its road safety action during Holy week vacation through its campaign “Think before You Drive” on the main access roads to Mexico City, Guadalajara and Merida. The company has experts in safety matters when it comes to taking care of tire performance.That is why, based on numerous validated studies and tests, our company recommends drivers should have tire conditions checked monthly and get tire inflating pressure checked by an expert, available at a service center; drivers should also ensure tire rotation as well as basic alignment and balancing; in turn, it
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is important to have a look at tire wear and vehicle overload before heading for a highway, among other tips. “At Bridgestone we are very proud of carrying out outstanding actions relating to road safety such as this campaign on Holy week, an activity that promotes practical advice based on our campaign “Think Before you Drive,” commented Amelia Vives, Manager of Corporate Relations and Social Responsibility at Bridgestone México. “This is the fourth year in a row we have implemented this initiative based on road safety actions due to the great success it has always shown for we provide first hand information
to thousands of drivers eager to spend a pleasant vacation time. For the implementation of this action on Holy Week, Bridgestone promoters together with the safety buddy, Mr Dummy, advised travelers by handing out informative flyers including important safety tips before setting out on a trip. The action was developed on busy access roads from Mexico City to Cuernavaca-Acapulco, Toluca, Puebla and Querétaro highways; in turn this year this action was extended to other cities on Merida-Cancun and Guadalajara-Nayarit highways. At the end of the program, this initiative reached around 30 million travelers.
“Think Before You Drive- Kids” For five years in a row
To go ahead with this successful program “Think Before You Drive KIDS”, Bridgestone Mexico promotes well-being and road safety for kids at national level through an interactive show with a blend of teaching and amusement for school children, emphasizing road safety tips such as using safety belt, kids on the back seat to avoid any distraction source for dad or mom. The tour “Think Before You Drive – KIDS” visited several public and private schools in León, Guadalajara, Querétaro, Cuernavaca, Merida and Mexico City, reaching an estimated impact of above 154,000 kids in the Republic of Mexico, outpacing the 150 shows last year. The show “Think Before You Drive KIDS” tells an amusing story about Mr Dummy, a puppet that together with the scientist at Bridgestone test center, explains to kids what safety rules to follow when on board of a vehicle to prevent accidents. “We are surprised at the success this program has had year-over-
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year since schools and parents alike have accepted Bridgestone’s initiative favorably for taking an educational and funny approach to road safety rather than an alarming one. Many parents feel grateful to this program as it raised kids’ aware-
ness on safety, for themselves and their family”, explained Amelia Vives, Manager of Corporate Relations and Social Responsibility.
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VENEZUELA
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Bridgestone launches a new web site
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Bridgestone Celebrates Tree Day
The corporation refreshes its platforms across Latin America
Bridgestone Firestone, Venezolana, C.A., has a new web site that helps consumers to find a suitable tire so that they can make the right purchase more easily and in a pleasant environment. The web site is www. bridgestone.com.ve The new site design was conceived for users to get acquainted with the product they need, to learn about fea-
tures and properties. It also offers a wide range of images that can be managed from mobile devices, which will also facilitate the location of the nearest Official Service Center at any moment. This initiative is part of the strategies implemented by Bridgestone Corporation across Latin America to get closer to consumers; therefore each
subsidiary will reinvigorate its presence in the digital world to offer the public further benefits. Consumers accessing the web site will also have the brand latest news, products, promotions and points of sale in each country.
Complying with our Corporate Environmental Mission Bridgestone Firestone Venezolana, C.A., through its volunteer force organized an Environmental Day in the municipality of Guacara, Carabobo State, where its plant is located.
The initiative, framed within the Tree Day commemorating activities (May 26), was a donation of araguaneyes trees to the Escuela Básica Estadal 19 de julio, where workers planted trees together with students and
delivered a talk on environmental awareness. The activity is part of a series of workshops developed by the company in line with its environmental commitment embedded in the program “An araguaney tree for my school and my community” belonging to its Social Responsibility Management conceived to enhance the importance of the national tree of Venezuela. A total of 300 students participated actively in the activities developed by Bridgestone volunteer force in the classrooms. Children clarified doubts on the steps to follow when planting a tree and learned about the importance of protecting the environment.
BFVZ volunteers together with students and academic staff.
Over three thousand vehicles checked throughout the inflating pressure program developed by BFVZ Carnaval and holy weeks activities Bridgestone Firestone Venezolana, C.A., reinvigorated its program “Inflating Pressure” just before Carnival and Holy Week this year to raise road safety awareness when traffic flow increases across the country.
The web site will guarantee higher level of comfort to visitors
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The company carried out two sessions that added a total of eight action days, during which 3,485 vehicles circulating along Autopista Regional del Centro, one of the busiest roads in Venezuela were checked; qualiCONEXIONLATINA CSR
fied personnel examined each tire to determine air volume, and discard possible irregularities (distortions, cuts or swells) that could harm performance. With this initiative, the organization has reinforced its commitment towards road safety and the environment since caring about appropriate inflating pressure contributes to reducing risks of accidents and reduces the emission level of polluting gases.
BFVZ reinforces its commitment towards the environment and road safety.
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Bridgestone Center: A place for training and entertainment
Dozens of adults and children enjoy CAB facilities.
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Bridgestone Firestone Venezolana, fully committed towards workers’ well-being, has adapted part of its facilities located in Valencia (Carabobo State) to consolidate company training and entertaining programs, directed mainly to its personnel, also relatives and members of the nearest communities. “Bridgestone Center� modern structure covers 410 square meters, with four training rooms, a multi purpose room and common areas. The activities developed in the center are mainly Human Talent and Social
Responsibility initiatives, also training courses and trades; the goal is to teach competences that enable participants to have better living standards and even to generate an additional income at home. For kids, the offer includes dancing, karate, cuatro, guitar and English lessons as well as the possibility to get vocal and music training with a Kids Choir. Adults can be part of a Vocal Ensemble and improve physical shape by taking the daily yoga, pilates and dance therapy sessions available.
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At present over 60 kids and adolescents attend these activities, ages ranging between 6 and 17. The number of adults that attend activities regularly is around 40 people, besides the dozens of workers that enjoy the facilities when participating in courses or workshops that are programmed activities organized by the different departments in the organization on specific dates during the year.
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