At Michelin, there has always been an obsession for making the world's best tires. This has led Michelin to create a tire-making operation that takes each tire full spectrum from advanced mechanical inspection to the delicacies of the human touch. At Michelin, no tire leaves the factory withouth a thorough hand inspection.
Philosophie
Central to the new Michelin campaign is the Michelin Man - the enduring, larger than life embodiment of Michelin's promise to strive for the only best. In "Hands On", the Michelin Man conveys the company's pursuit of perfection by demonstrating the hand-inspection process as only he can do it. The result is an engaging, entertaining and informative glimpse into the Michelin culture and provides one important reason why Michelin tires are the best tires.
Problem
Tires represent a low interest, low involvement category. Michelin challenged Campbell-Ewald to develop an approach that would elevate interest and egage members of a younger target audience.