By Denna Bowman
Michelin is set to target UK motorists with the third phase of its global campaign highlighting the longevity of its tyres.
A new TV advert is spearheading the tyres campaign and portrays brand mascot – the Michelin Man – defeating a ‘wearing’ road, by supplying drivers with longer lasting tyres.
The commercial continues to use the strap-line “The right tyre changes everything” and will be supported by outdoor posters and online banners.
The campaign will run across prime time TV, trade magazines and outdoor posters at motorway services, as well as digital screens in petrol station forecourts, according to marketing and advertising magazine The Drum.
A campaign microsite, which will go live from 28 March, features tips on how to make tyres last longer and an interactive game based around a driving distance calculator has also been developed.
Peter Snelling, head of communications for Michelin UK, said: “Throughout the campaign we have sought to convey the message that the right tyre changes everything. By choosing a Michelin tyre you can achieve greater energy efficiency, safety and longevity – a combination of elements that will deliver an all round better driving performance and experience.”
The first phase of the campaign highlighted the energy efficiency of Michelin’s tyres, while the second focused on safety.