Titled 'Safety: One Step Forward', the road safety-centric campaign is spearheaded by a branded television programme in the form of a weekly 30-minute TV show called the 'Michelin Safety Club TV Show', which airs nationally on Tourism Satellite Television. The programme tackles all aspects of road safety, from tyre maintenance and pedestrian etiquette, to calling for the repair of seriously damaged and poor-quality roads.
While the TV show forms a central part of Michelin's branding campaign in China, the push is also supported by a TVC featuring the brand icon, the Michelin Man. The spot shows Michelin Man making his way through a number of difficult obstacles that represent the challenges of driving in China, including narrow roads (depicted by a bamboo forest in the TVC), wet roads and icy driving conditions. The two-year campaign also includes print and outdoor executions, and on-ground events.
According to TBWA associate planning director Jeremy Sy, consumer research into aspects of 'mobility' showed that road safety was becoming paramount in the minds of Chinese consumers.
"China's roads are still a dangerous place for both drivers and pedestrians," said Sy. "If Michelin wants to stand for better mobility in China, we decided it would first have to help make China's roads safer," he said. Targeted at China's car-owning middle class, the campaign also seeks to appeal to future car buyers who have not yet thought about tyre choice.
"In order to stay ahead, we believe we need to make the brand stand for something larger, and closer to consumer's hearts, than tyres," said Emmanuel Ladent, Michelin China's VP sales and marketing, passenger car tyre division. According to Sy, the campaign was also aimed at maintaining Michelin's lead in the face of growing competition from foreign and local brands, including Bridgestone and Goodyear.