French tyre giant Michelin has been pursuing a green policy for many years, and they have now launched an advertising campaign to underline the eco-friendly nature of their tyres. Over the next few months the Michelin Man will appear on the back of buses throughout the UK, extolling the virtues of Michelin’s Energy Saver car tyres.
The Michelin Man, aka Bibendum, will be found on the back of 53 buses, all part of fleets which are Michelin fleet clients. The campaign is a classic example of combining the medium and the message. Peter Snelling, UK head of communications at Michelin, explained, “As far as we are aware, this is a completely unique campaign, where the brand advertised is also being used on the medium – or vehicle – to communicate this important message. Using buses that are fitted with our latest Michelin tyres seemed a very good and logical approach. Buses interact with our target audience like no other display format, so it just makes perfect sense to use them. Despite their positioning, I’m pleased to say that our new ads certainly don’t look like the ‘back end of a bus’, and I’m confident they’ll communicate our products’ environmental credentials very effectively and will make the campaign a great success”.