Whybin\TBWA\Tequila Melbourne is gearing up for the launch and roll out of its first campaign for MICHELIN Australia since TBWA Worldwide won the global account in 2009.

The new campaign for MICHELIN’s Green X fuel saving tyres launches on Sunday (February 28, 2010), with print, online and below the line activities to roll out in March nationally.

Utilising the Michelin Man, the campaign aims to resonate in a category that traditionally has low consumer engagement, low knowledge of the products and little brand differentiation.

The Michelin Man of 2010 has been given a makeover however the treatment of the figures are still reminiscent of the hand drawn  original Michelin Man campaigns. 

Commenting on the campaign, Whybin\TBWA\Tequila managing director Andrew Scott said he is excited to be launching TBWA’s first campaign for MICHELIN.

“In line with our Disruption methodology, TBWA\ have moved away from conventions which dictate that tyre manufacturers only speak to motoring enthusiasts, with advertisements being overly masculine or simply talking product," says Scott.

“Instead, the campaign taps into a broad range of consumers across Australia, positioning MICHELIN as the most trusted and reliable brand of tyres. Evolving the original Michelin Man into a modern setting we can educate and inform our consumers by highlighting the cost savings and longevity of the product through the TVC’s storyline,” he concluded.

Credits
Client: Michelin Australia
Agency: Whybin/TBWA/Tequila Melbourne
Creative Director: Scott Whybin
Creatives: Amelia Birrell and Georgie Seccull
Agency Producer: Margot Ger
Account Service: Andrew Scott, Julia Unwin
Planner: Jeremy Sy
Media Buying: Mediaedge: cia