Michelin launched its first global advertising campaign in the UK with a series of ads, giant billboards and an interactive game featuring the iconic Michelin Man.

The new campaign’s message – “The right tyre changes everything” – is intended to illustrate the competitive advantages of Michelin tyres were rolled out in the UK on March 15. While creating a link with the grand tradition of Michelin advertising – in particular its powerful posters from the first half of the 20th century – the Company has chosen a fully animated presentation for its new advertising campaign.

It features the famed Michelin Man in an animated world. As ambassador of the Michelin brand, he comes to the aid of motorists in trouble, replacing their inefficient tyres with Michelin tyres that he pulls from his body, thereby enabling them to keep on driving.

The Michelin Man’s battles with the Evil Fuel Pump and his mission to achieve greater fuel efficiency for the motorist will be fought out across a series of print and broadcast ads, billboards and on-line platforms. A striking aspect of the campaign will be a series of giant hoardings at several key UK locations including London’s Cromwell Road, the M3 Tower, Mancunian Way, Birmingham’s M5 Dominator and the Leeds Inner Ring Road and seven billboards which will feature in London, Liverpool, Manchester, Sheffield, Newcastle, Glasgow and Edinburgh.

Peter Snelling, Michelin UK’s Head of Communications, said: “We are looking forward to the UK launch of the new campaign which marks quite a change in direction in terms of previous campaigns. Michelin has decided to launch an unconventional global campaign to explain to consumers the benefits of using its tyres.

“Michelin tyres simultaneously deliver enhanced braking performance, greater longevity and superior fuel efficiency. The campaign shows that by using the right tyre, consumers can reduce fuel consumption, increase driving safety and extend tread life, something no other brand of tyre can achieve.”

Other features of the campaign include a new dark, brooding viral movie depicting motorists being attacked by out of control petrol pumps and an interactive on-line game in which the Michelin man battles with the Evil Fuel Pump. A new campaign microsite with an on-line fuel calculator and fuel saving tips for motorists will also be up and running during the UK campaign roll-out.

Source: http://www.michelin.co.uk/michelinuk/en/more/news-detail/news/20080819113604/26630.html

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