Mileage tackled in phase 3 of Michelin’s “right tyre” campaign

The third phase of Michelin’s current UK advertising campaign got underway on March 14, and this time round the focus is on longevity. Retaining the campaign’s strap line of “the right tyre changes everything,” the latest ads feature Bibendum – otherwise known as the Michelin Man – defeating a ‘wearing’ road by providing motorists with longer-lasting tyres. Once again, the campaign will include a mix of television commercials, print media ads, outdoor posters and online banners.

As mentioned above, Bibendum’s nemesis in the latest advertisements is a ‘wearing’ road that is intent on devouring tyres and forcing hapless motorists to buy replacements time and time again. Yet after overcoming his two prior foes – an evil fuel pump and a ‘sad’ road – the Michelin Man once again proves to be at the top of his game. With the help of Michelin tyres, the problem of road wear is overcome. At the heart of the advertisement is the message that Michelin Energy Saver tyres can help motorists go 6,000 miles further.

 “We are looking forward to the third phase of the UK campaign with longevity as the message,” said Peter Snelling, Michelin UK’s head of Communications. “As with the previous two ads we have taken an innovative and unconventional direction whilst retaining core messages about the benefits of using Michelin tyres. This time around we will be communicating a core message about how by using the right tyres, namely Michelin tyres, you can achieve greater mileage performance.

“Throughout the campaign we have sought to convey the message that the right tyre changes everything,” Snelling added. “By choosing a Michelin tyre you do not need to compromise between fuel efficiency, safety and longevity – and will benefit from the best all-round driving performance and experience.”

The advertisements will run in prime time TV slots, trade magazines and on outdoor posters located in motorway services and digital screens on petrol station forecourts. Online banners and a campaign microsite featuring longevity tips and an interactive game based around a driving distance calculator will also feature as part of the campaign. The campaign microsite will go live on March 28.