Michelin offers a service to regroove tyres. This fits into their unique strategy to sell the individual haulier fewer tyres. This sounds like a strange proposition. But what’s important to them is to sell fewer tyres, but to sell to more people. They needed to raise a positive awareness of regrooving, which is wrongly considered by some hauliers as being unsafe.
It was necessary to educate the market about the benefits of
regrooving, dispelling any safety concerns along the way. In order
to defend the Michelin premium, increase regrooving rates and build
and reinforce relationships. The creative strategy maximised the
power, impact and influence of Bibendum, also known as the Michelin
man. By taking him out of his usual environment and onto the dance
floor we could communicate the regroove message with trust and
reassurance. And we think he quite liked it. This campaign was
implemented across PR and advertising, with use of direct marketing
and web. Results show that the regrooving rate has increased by
just over 3%, which is an additional 15,000 tyres returned to be
regrooved. And of those that recalled receiving the campaign 69%
recalled seeing/ reading Michelin Regroove advertising.