michelin safer journey

8/3/2019 Michelin Safer Journey

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Michelin DefenderTop Summer Intern Presentation

TBWA

ERIC CHANG \ GRANT JOHNSON \ JEREMY FLOWERS \ KELLY MENDOLA \KATRINE JO MADSEN\MIKE JONES


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How can theDefender become

a part of theaudiences daily

life?

Audience

tendency

There is anincreasingdesire to

engage in yourcommunity

The Defenderprovides bestvalue becauseits the safestand longestlasting tire

Families careabout their

loved ones driving

Humaninsight

Framework


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TVC scenCut to a football field on

sunny summer day earlyseason. A team of 10 yeaboys is getting ready for big match. We see how tcoach explains the strate

drawing the final plays onwhiteboard.


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TVC scenJust before the car hits tpothole, Bib appears andtosses fresh Defender tironto the car. The car coma quick halt and the pothbecomes a smoothly pavroad.


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Social Media


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Save The Road CompeActivation: Participants submit a statement and photo of an unstheir community, rally support for their proposed road in hopes thchooses to fix their submission.

Purpose: Drive awareness and engage the BAR consumer on alevel while getting them and their communities involved in a largeproject.

Connection: The Defender implements action over words, and aBAR consumer to to own a piece of the Defenders story - BARtoo can engineer safer journeys.


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Marathon

Sponsors


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Print

Marathon


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i i


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Digital

Banne

Digital Banners


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Digital BannersActivation: Inform about the Defender tire and campaign engage

opportunities while providing one-click away opportunities to more

Purpose: Drive sales through direct channels to purchase opportcreate awareness through easy access to detailed Defender tire iand provide direct connection to contest participation.

Connection: Banners provide key rational facts about the Defendcampaign and detailed information one-click away.


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5 Budget


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5. BudgetMedia

Social Media Competition - $50,000 - $75,000

Marathon Sponsorship - $300,000

TVC Placement - $625,000 - $650,000

Media Total = $1 million

Production

TVC - $550,000

Print - $10,000 - $20,000

Digital Banners - $100,000

E-mail - $1080

Kiosk - $80,000

Production Total = $751 080


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X. Appendix

VISUAL VOICE VIBE: Making the Defender the Ambassador of Safety and Assurance


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Bib must help Michelin engage to deliver a reliable-trustthat revolves around a real-life world

VISUAL VOICE VIBE

Realistic situations

Bib, personified

Real people

Relatable, true-life situations

Realistic geography

State-of-the-art???

Confident

Expert advisor

Reliable

Trustworthy

Engaging/Though

Contagiously activ

Invested care

Relentlessly progre


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BRINGING THE DISRUPTIVE IDEA TO LIFE: Idea Rationale


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Creates a compellincommunic

Michelin directly

Michelin to custome

Show that constant innovationbrings out the potential in all of us

Parallel Michelins dedication tocontinuously creating a settle -free tire to

the audiences dedication to doingwhatever they do to their full potential

Make the customers tire choice easierby showing theres no settling

Give the brand an engaging andactive role before, during and after

purchase

Create opportunities for Michelin to enterthe customers emotional world

Justify the Defender through rational fact-

based evidence (stop shorter, longerlasting, more fuel efficient )

Be the Leader in Innovation: Engage Customers To Establish Peace Of Mind

DIGITAL: Social Media Competition


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Submit photo and a 200 word max. statement about the worst mile - unsafe and/or pooin your community and how you want it improved

The significance of the mile will be considered too - a road near a school, park, a neig

where a lot of young kids play, a common route for new drivers or elderly people to ta Examples of road conditions that need repairing: potholes, signage, road lines, stop lig

sound barrier, bad areas with snow and ice

Partner with Google maps - track the road space that needs repairing

The original submitters email information will be collected. Their submission will be linkeupdate on Facebook to broadcast their submission.

People in your community will then support you by subposting in favor of your submissioengagement on the page will be tracked through their Facebook account, which will tracinformation and further broadcast the competition.

DIGITAL: Social Media Competition


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The winner gets the road repaired and recognized secondary winners get Michelin gea

Promoted via Facebook, Michelin.com, local dealers, TVC, print

Contest Lives on - micropage offshoot of Michelin.com

Length of competition????

Can it connect to a mobile asset?

Audience Info

Are most likely to watch videos online, VOD or on their DVRs

Enjoy communicating through Instant Messenger (chat) and social media (Facebook, Tw

Heavy users of streaming media (video, music, etc).

92% pass along information about deals or finds to others

27% of Facebook user population is 25- to 34-year-old females

women over 50 fastest growing demographic on facebook


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Social Media Campaign Analy

Digital Ad Placement


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SPONSORSHIP: Picture Perfect Audience


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Average household income for participants is 130,000

2/3 of the runners are between the ages of 30-50

There are 20,000,000 fitness runners nationwide 9,000,000 people who run twice a week nation wide.

Over the past 10 years there has been an average of 20 new marathons annually.


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Quiz


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Quiz

Series of questions pertaining to the Michelin brand.

Engage user with video prompts for answers.A lot of the questions will be information and educatio

based, especially towards the defender tire.

When did Michelin release


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first fuel efficient tire?

A. 1946 B.1963

C. 1984 D. 1998

A. 1946


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Consumer Reviews


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Consumer Reviews

Filled with a series of positive reviews by both consum

reports and focus groups.

Will display any awards won (ex. JD Power Associates)

Michelin Sweeps 2011 J.D. Power and Associates Awardsfor Original Equipment Tire Customer Satisfaction

-PR Newswire


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Sponsorship Information


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Sponsorship Information

Section with information going into detail about Miche

partnership with the New York City Marathon.

Show highlights of last years Michelin Defender Final Encourages you to get involved to sponsor or particip

your local race.


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POINT OF SALE: Dealer Incentive


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The top tire seller from every point of sale location will be entered in a regional drawinquarter for the first year that the Defender is on the market

Michelin will send dealers the message - If you go the extra mile for Michelin, Michelextra mile for you

Reward: Michelin will literally send top sellers miles.

Top sellers will win a trip for two to any ViaMichelin city for a three night stay at a Mic

and dinner for two at one of Michelins restaurants. The Michelin must set their itinerary ahead of tiem in order to contact all Michelin spon

establishments.

***How do we launch this message to sellers? Letter from CEO, ?

michelin safer journey

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