The New Face(book) of Advertising

The mid-June US market launch of Michelin’s Energy Saver A/S passenger car tyre range will not only be supported by traditional media campaigns – in order to take a more aggressive digital and social media communications approach, the manufacturer is launching its first Facebook application: Michelin Life Balance.

“Michelin Life Balance allows us to digitally interact with consumers by providing them an opportunity to express who they are,” said Jennifer Smith, digital communications manager at Michelin North America. “As part of the application, Michelin is offering a US$5.00 Starbucks gift card to 50 lucky winners each day who complete their “Michelin Life Balance’ from now through July 4, 2009.” The Facebook application, comments Michelin, engages users by asking them to formulate their life balance by selecting from dozens of everyday life experiences (from “having more dogs than people in the car” to “spending time with the kids”). Once the experiences are chosen, users complete the equation, post it, share it and let the world know they stay in balance. Motorists can stay in balance at www.michelinman.com/energy-saver-as-tire/save.

As for the tyre itself, Michelin says the Energy Saver A/S draws upon more than 16 years’ research and development in the area of rolling resistance and fuel-efficiency. Thus, the manufacturer states in a press release, consumers can now “enjoy all the benefits of an all-season, fuel-efficient tyre without compromising performance benefits.” Michelin expounds that the Energy Saver A/S is one of the first all-season tyres to combine low levels of rolling resistance with superior levels of wet braking and all-season performance.

Thanks to what the manufacturer calls “Michelin Energy Saver Construction”, technology (a mixture of computer-optimised design and a silica based compound) the new tyre is said to remain cooler, thereby helping improve fuel-efficiency; independent test results comparing the Energy Saver A/S with the Goodyear Assurance Fuel Max and Bridgestone Ecopia EP100 (size P185/65R15) show the Michelin tyre to be as much as eight per cent more fuel-efficient. Furthermore, tests comparing the Michelin tyre with the Bridgestone Turanza EL400 (size P185/65R15) show it can in total reduce a vehicle’s CO2 emissions by as much as 900 kilograms. In stopping distance tests against the Bridgestone Ecopia and Goodyear tyre, the Michelin Energy Saver A/S reportedly stopped eight feet shorter than the competition.

“We developed this tyre to meet a very distinctive consumer need and break the performance compromise of other competitive fuel-efficient tyres,” said Rob Cunningham, brand category manager, Michelin North America. “The Energy Saver A/S tyre not only delivers the best fuel efficiency, it does so while lasting longer and stopping shorter than other fuel efficient tyres,”

According to Parmeet Grover, Michelin North America brand director, “The Energy Saver A/S is another concrete example of our commitment to provide consumers the highest possible value from their tyre purchase by ensuring they do not have to sacrifice key benefits including safety, longevity and fuel-efficiency.”

The Michelin Energy Saver A/S is available on the US market in four sizes covering popular mainstream and hybrid vehicle fitments. The sizes are: P215/60R16; P195/65R15; P195/60R15 and P185/65R15.