Mar 2012: Michelin Kick Starts New Advertising Campaign
One of the most important rules of effective marketing is to ensure that the message being delivered to the audience remains relevant at all times. Michelin is well aware of this rule and is following it to the tee.
In anticipation of the pre-summer showers, Michelin tyres has initiated a brand new advertising campaign that focuses on tyre safety on wet surface.
Wet Roads and Tyres
Some people find rains romantic, some find them inconvenient, but the fact is rains make surfaces wet. And wet surfaces greatly increase the chances of accidents if you are not using the right tyres.
Tyres that offer good grip hold on to wet surfaces and greatly enhance safety and should therefore be fitted on vehicles in this season. In tyres specifically created for wet surfaces, the tread design incorporates specialized grooves that easily and rapidly deflect water to improve the grip.
Details of the new Campaign
The new Michelin TV advertisement urges viewers ‘to get a grip’ on wet roads. Once again, you will be able to spot your favourite Michelin man in the ad.
You can see him coursing through an animated world to rescue Max the Motorist, who has been stranded somewhere, possibly because his tyres have given up due to rain. The Michelin man comes along, fits new tyres on the car and pronounces that “rainy days are not so tricky”. The ad retains the origin tagline – “The Right Tyre Changes Everything”. Michelin is focusing on its Michelin Primacy 3 tyre for this ad.
The ad will be aired on ITV, Sky, Channel 4 and other digital channels in the prime time slot. Michelin announced that these ads will run till June.
With the summer firmly setting in, in June, the ‘wet grip rainy’ ads would be incongruous thereafter. Once again Michelin is keenly aware of the relevancy of the message they intend to convey.
A Comprehensive Advertising Campaign
Michelin has arrived at a comprehensive advertising strategy to promote the brand as well as enhance safety awareness of driving on wet surface. Along with the TV ad, Michelin has initiated online advertising in the form of banners so that the message reaches a wider audience.
The online campaign will run on YouTube, facebook, Top Gear, AA and other relevant websites.
“Campaign Reiterates Michelin’s Commitment to Customer Safety”, Says Michelin
Mr. Phil Haddock, Head of Communications, Michelin UK said that the campaign reiterates Michelin’s commitment to customer safety. According to Mr. Haddock, everyone knows that driving on wet surfaces is tough and chances of meeting with an accident are higher than while driving on dry surfaces.
But majority of the people are not likely to do anything about it unless given a push and that the campaign intends to do just that. The tagline, “the right tyre changes everything”, drives home the message that with the Michelin Primacy 3, the chances of accident on wet surface are changed and safety is greatly enhanced.
“Michelin tyres deliver the best fuel efficiency and safety and you are assured of long life of tyres. These are the various factors which combined together make for an all around superior driving experience”, Mr. Haddock signs off.