Michelin needed a way to communicate the superior performance and technical details of their products as well as create awareness and positioning for the brand. They wanted to spread a wide range of messages so needed a way that was accessible and didn’t over face the audience with information. It had to work as a direct mail piece, giveaway and incentive.
The idea was to provide the audience with 'random access'
allowing them to take the information on board at any point and in
any order. 'Top Trucks' was the way to do it. Playing on the idea
of top trumps, a pack of cards was created with the Michelin trucks
as the high rating cards and trucks using competitor tyres as lower
scoring ones. These were contained in a branded card box. The
campaign was sent as a direct mail piece to 3000 fleets of
customers and mutual partners of Michelin. Post-campaign research
revealed that Top Trucks achieved its objective of working
effectively as a direct mail piece, incentive and giveaway.