2015 Winners & Shortlists

The Campaign

Michelin is a well-renowned brand in the GCC thanks to its heritage and the iconic “Michelin Man - Bibendum”. However, it lacked familiarity and perceived as too distant and niche. We needed to connect with the 25-44 year old dad who has a big responsibility – his and his family’s safety. While on the road, he needed peace of mind and assurance. Dad is passionate about his car and all the parts going into the vehicle, tyres being the most important part of it. His car was with him everyday but Michelin wasn’t. To bridge this gap, “Total control for everyday driving” platform was launched- a collection of curated content around tyre related advice, performance tips and edutainment, to give what dad needed. From morning newspaper to drive time radio to magazines, websites, events in his leisure time, Michelin set out to assure dads that it was for his everyday need.

Success of the Campaign

Dads responded positively to Michelin’s efforts everyday during the course of the campaign. Over 11,000 + hours were spent consuming the content across publishers with average time of 2.2 minutes spent per content piece. With the wealth of content, the Facebook page, which was launched with the campaign grew to 28,000 fans, exceeding the set KPI by 115%. Engagement was high throughout the campaign at 9.3% surpassing the benchmark of 1%. Campaign CTR of 0.55% on banners sped past MENA standard of 0.12%.The performance did not slow down there as the consumers discussed the brand in the Facebook environment, garnering 94% share of conversation. Overall, 54 Mn impressions were delivered across key markets to assure dad’s that Michelin could empower them with “Total control for everyday driving”.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We partnered with four major publishers across their offline, online and social channels – Sport 360, BBC Top Gear, Drivearabia and Assayarat. We created a platform where dads’ could voice their opinions and interact with the brand – “Michelin Arabia” Facebook page. An ecosystem of useful everyday content was created -“Defensive driving techniques”, “How to change a tyre” and even “History of Michelin Man” through multiple partner sites, advertorials and on-air tips, integrated with Michelin Arabia page. An event was hosted to demonstrate apt tyre pressure and tyre related techniques to our consumers that would keep them and their families’ safe. A Radio competition rewarded dads with a chance to try Michelin on Audi R8. In total the campaign stretched across 12 publications, 10 websites and 4Radio networks, all to ensure Michelin was with the dad, everyday.