An opportunity for www.michelin.com to meet Emmanuel Ladent, Business Automotive Global Brand Director, to understand the challenges and strategy behind such a campaign.
What are the key advertising challenges for the MICHELIN brand?
We have two main challenges: reaffirm Michelin’s leadership in safe travel and win over Millennials to guarantee the brand’s longevity. That’s why we continue to focus our advertising on Long Lasting Performance (LLP). It expresses both the Group’s commitment to sustainable development and mobility and the safety performance of our products, new and worn. Furthermore, we mustn’t lose sight of the fact that the average age of our historical target, called BAR (Best Assured on Road), is over 50 in the major mature countries like the United States, where the brand is very well-established. We want to “rejuvenate” the brand by using the media and codes preferred by people under 35. This is why at the end of March 2018 we launched a huge advertising campaign in two phases: TV and digital advertising and an “iconic” campaign event.
Can you describe the new Long Lasting Performance TV ad?
This new ad’s ambition is to explain and familiarize the general public with the notion of Long Lasting Performance (LLP). It shows safety performance on new and worn emblematic MICHELIN tires: Premier TMA/S, the new Michelin Primacy 4 tire and the new Primacy4 ST. Our products were genuinely tested by road experts on all continents. We wanted this advertising to be resolutely optimistic, global and modern, to establish the MICHELIN brand in the everyday lives of our customers. Since April, it’s been shown on TV in Germany, China, Thailand, the US, India and digitally in other countries. It’s supported by a website to help our targets understand lasting performances.
Tell us about the event campaign. How are you going to attract Millennials?
We wanted to appeal to people under 35 to build our future leadership with them in terms of responsibility and safety.
Concretely, we identified the times when they travel and are therefore sensitive to safety concerns for themselves or their family and friends: heading off on vacation (in Europe), children’s day (in China)... So we launched events in each of these huge cities at these specific times. A poster campaign is promoting the brand and the Michelin Man in symbolic places like Times Square in New York, the IMAX in London, the Bund in Shanghai, the very heart of the city, and the Opera House in Paris. These event posters are relayed on social media along with other actions, like street art in some areas of London, a MICHELIN playground at the bottom of the Oriental Pearl Tower in Shanghai, operations with Instagrammers in New York and Paris. In all these designs, we see the Michelin Man’s arms representing our commitment to responsibility and safety.
* Millennials : People born between 1980 and 2000, also called Generation Y.
THE EVENT CAMPAIGN
From March 26 to May 20, 2018 then from September 3 to October 14, 2018.
Main events: Giant screens and posters on the IMAX, at Waterloo Station, painted walls on Portobello Road and in East London (Shoreditch Art), stickers on London buses.
From March 27 to April 30, 2018 then from June 1st to July 2, 2018.
Main events: Giant screens and posters on the Institut de France, Opéra Garnier & buses.
From March 2 to May 27, 2018 then from July 9 to September 23, 2018.
Main events: Giant screens in Times Square, happenings, poster campaign on the subway.
From June 1st to September 28, 2018.
Main events: Giant screens and posters on the Bund (tower, shopping center, buildings), playground
The # for following the “Iconic” campaign in the different cities around the world on social media: