For the first time, Michelin launched a service offering without selling tires. A new approach, and a message to be reinvented – faced with rivals who had a head start.
Highlight the difference
Capitalize on the brand’s customer centric positioning to establish each Michelin Tire Care service as a performance driver.
A multi-channel strategy that tailors content and media to each target profile.
Range and product messages tailored to each Transporter insight
The angle of attack and the message of each service was devised and developed to satisfy the requirements of each target – from haulage fleet with integrated garage to bus fleet.
Dedicated service-specific content was deployed per issues and touchpoints: selling arguments, artwork, content for the Michelin website, videos (interviews, sales demos…), performance simulators, etc.
360° European communications kit, to be activated locally
A digital launch campaign was run in conjunction with the media agency: banner ads, mobile campaign, LinkedIn InMail, skins, etc.
Each country was provided with a local activation kit:
selling arguments, leaflets, press advertisements, localized digital content, etc.
Two key events were held to launch the services range to the media and customers, with a live service experience in dedicated workshops.