Michelin

Get into the Regroove

Summary

First came the ‘Stop Thirsty Tyres’ campaign highlighting the link between tyres, rolling resistance and fuel consumption – the bit that made hauliers sit up and listen! Research showed that this message was getting through to commercial fleet operatives. The next challenge was to start directly positioning Michelin Tyres as the solution to excess fuel consumption – time to get fleets into the Regroove.

Further Information

Michelin tyres are born to be Regrooved. In addition to the well-known qualities of long life, consistent performance and casing value, there are many additional benefits to be gained from Regrooving. Following a Regroove, the haulier profits from a strong, safe tyre with a casing that is good for thousands more miles on the road. Many customers do Regroove, benefiting from increased safety in the wet, lower fuel costs and reduced PPK. But then, every Michelin casing is engineered for life. However, insights show not all hauliers feel Regrooving is a safe process (It isn’t just Michelin tyres that can be regrooved, however Michelin tyres are manufactured with an extra deep undertread rubber). Many believe that regrooving damages the casing and have adopted non-regrooving policies.

Michelin’s primary business objective is to sell the individual haulier fewer tyres (naturally they want to sell fewer tyres to more people!), a unique strategy to say the least. However, it all boils down to having a culture and passion for tyre innovation. Michelin is the only manufacturer with its own UK distribution network (ATS Euromaster). It also offers the Michelin Business Advantage (MBA), a separate strategic network of independent tyre distributors making Michelin a true consulting practitioner in the world of tyre management. 42.5% of new Michelin tyres are returned to Michelin Regrooved. It’s the other 57.5% which aren’t that the Regroove Campaign intended to reduce!

Campaign Objectives

• Educate the market about the benefits of Regrooving with Michelin
• Defend the Michelin premium
• Increase Regroove rates
• Build and reinforce relationships
• Dispel any safety concerns about regrooving
• Develop the Stop Thirsty Tyres Campaign

Target audience

• Michelin Customers that DO Regroove (Great you’re Regrooving, keep maximizing your benefits.)
• Michelin Customers that DON’T Regroove (Get the most out of your Michelin tyres by Regrooving. Can you really afford not to?)
• Non-Michelin Customers

Creative Concept

As the world’s leading brand icon, the strategy was to maximize the power, impact and influence of Bibendum. A relatively risky creative strategy, which took him outside his usual environment, nonetheless proved highly successful. It communicated positive messages with the trust and reassurance that the brand offers.

In summary:
• Bibendum at the heart of the campaign
• Engaging and mould breaking!
• Instant recall value
• Accessible language
• Initiate dialogue with strong calls to action

Media Channels

PR and Advertising
Advertising was implemented as a support strategy to the PR Campaign. It was used to launch the Campaign at a press meeting and was supported by a factory tour. 3 core titles were selected to maximize a limited advertising budget:-
1) Commercial Motor
2) Roadway
3) Motor Transport

Only full page, full colour advertising was placed for maximum awareness.

Direct Marketing
Direct Mail constitutes a 62% channel preference for receiving information within the haulage industry (IAS B2B 2006 research), and was adopted as the main channel of engagement. 4 Direct Mail pieces were produced:

• Launch (7” single format with cover sleeve style)
• Superior Casing (safety) (poster style format)
• Save 10% on Fuel (poster style format)
• Reduce PPK with 25% more mileage (poster style format)

Each of these were each segmented by 3 audiences and 4000 off each mailing was produced. The messaging was engaging and informative with elements of ‘Regroovy’ and strong calls to action.

The core campaign call to action was a ‘Regroove Poster Guide’, which contained detailed information on the key benefits of Regrooving with Michelin and its distribution partners. Within the Poster Guide was a ‘Ready Reckoner’ demonstrating potential savings, and a redeemable Regroove Voucher.

Website
Building on the existing www.stopthirstytyres.com website, updates were made to include the ‘Get into the Regroove’ messages.

Results

• Pre-benchmark, only 1% of respondents mentioned that Regrooving extends the life of the tyre compared to 23% post benchmark
• Pre-benchmark, 37% of respondents were unable to describe anything about the regrooving process, Post-benchmark this applied to only 3% of respondents
• Post benchmark, 65% of respondents said a benefit of Regrooving was saving money compared to 47% pre benchmark
• 18% of those that recalled the communication said it had made them think more about their tyres in relation to tyre Regrooving and fuel consumption
• 10% increase in those Regrooving (57% to 67%)

Of those that recalled the campaign (75% both prompted and unprompted):-

• All recalled receiving direct mail / leaflet / poster
• 12% had visited the Stop Thirsty Tyres website
• 8% had requested the “Regroove Poster Guide” and/or a fitments trial
• 2% recalled seeing advertising

Subscriber Attention Management conducted by Motor Transport in October 2006
(194 respondents)

• 69% recalled seeing/reading Michelin Regroove advertising
• 62.9% rated Michelin Regroove Advertising for best design
• 60.9% rated Michelin Regroove Advertising for highest clarity of message

The regroove rate has increased by just over 3% which is an additional 15,000 tyres
returned to be regrooved.

Client testimonial

“Everyone loves Bibendum and seeing him in disco mode was a real treat. This campaign pushed the creative boundaries of Michelin without compromising our brand values, which is never easy to do. The recall and response results demonstrate that this work raised awareness of Regrooving and Michelin tyres – we were delighted and our customers were too.”

Hellen Tattersall - Head of Marketing Truck and Earthmover Tyres