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Michelin Rock Kitchen Harris TBWA

Michelin set for new international campaign roll out in UK


By The Drum Team | Editorial

March 12, 2010 | 3 min read

Michelin is to launch a new global advertising campaign in the UK next week featuring the message ‘The Right tyre changes everything’.

The campaign, which rolls out on 14 March, was created by TBWA with media being handled by MediaEdge and PR by Rock Kitchen Harris and will roll out across TV, billboards and online through the use of an interactive game featuring the Michelin Man.

A fully animated presentation has been developed, featuring the Michelin Man who comes to the aid of motorists in trouble, replacing their inefficient tyres with Michelin tyres pulled from his body.

A major aspect of the campaign will be a series of giant hoardings at several key UK locations on Leeds, Birmingham and London, while a series of traditional advertising hoarding and seven special format billboards will also feature in London, Liverpool, Manchester, Sheffield, Newcastle, Glasgow and Edinburgh.

Other features include a new dark, viral movie depicting motorists being attacked by out of control petrol pumps and an interactive on-line game in which the Michelin man battles with the Evil Fuel Pump.

A new campaign microsite with an on-line fuel calculator and fuel saving tips will also be launched during the UK roll out.

Peter Snelling, Michelin UK's head of communications, said: “We are looking forward to the UK launch of the new campaign which marks quite a change in direction in terms of previous campaigns. Michelin has decided to launch an unconventional global campaign to explain to consumers the benefits of using its tyres.

“Michelin tyres simultaneously deliver enhanced braking performance, greater longevity and superior fuel efficiency. The campaign shows that by using the right tyre, consumers can reduce fuel consumption, increase driving safety and extend tread life, something no other brand of tyre can achieve.”

Michelin Rock Kitchen Harris TBWA

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