Road to the Main Stage

Firestone strategically targets a younger audience through music across the EMIA region. For several years, we’ve been responsible for the UK activation of their grassroots talent spotting promotion. Inheriting ‘Battle of the Bands’, year-on-year we were motivated by adding value to keep it relevant to all stakeholders – the client, partners, plus bands and music fans, otherwise known as ‘the Boss’ – Firestone’s customer.

By year three Battle of the Bands had evolved to Road to the Main Stage, conceived by us to help the brand take greater ownership of the activation. As part of that evolution, changes to the prize fund and the mechanics of the promotion also helped to keep it as compelling as possible.