By Denna Bowman
Michelin has pre-empted the new European tyres-labelling regulations set to be introduced in 2012 with its latest advertising campaign.
The tyres manufacturer has demonstrated how it is already focusing on safety and fuel efficiency two years ahead of the introduction of the new law.
Under the EU-wide legislation, tyres will be given a rating system similar to that of white goods, with stars awarded based on how safe the tyres are, based on wet braking distance, how fuel-efficient they are, and how much noise the tyres generate.
Although the new legislation does not come into force until 2012, Michelin is acting now to position its brand at the forefront of safety and fuel efficiency, according to Marketing magazine.
Jianni Geras, head of marketing for Michelin in the UK and Ireland, told the industry leading magazine that the latest campaign aims to raise awareness among consumers that budget tyres are not the same.
The report states that Geras cites results of an earlier campaign – highlighting how better tyres can help save fuel – as evidence. That campaign, saw an uplift in awareness of the issue among consumers. It also delivered a significant improvement in web traffic for Michelin, and improved awareness and preference for the Michelin brand.
The latest campaign is likely to attract the attention of those unimpressed by traditional car-tyre imagery of racetracks and men in crash helmets.
It features the famous Michelin Man in a forest full of cute woodland creatures. The creative highlights how a better tyre can make a car safer, by showing how the lives of animals are saved by the improved braking distance.
This is echoed in an online game that can be played on the Michelin Join the Fight website.
Geras said: “Will all customers buy the cheapest tyres? I think that increasing awareness of the issues of safety and fuel efficiency in our campaigns, along with emerging legislation, will ensure that consumers are better informed about the differences between premium tyres and budget ones.”