Michelin has partnered with TBWA’s Digital Arts Network (DAN) Shanghai to launch a “Dream Driving” digital campaign, which will run until 2 April.
The campaign, which aims to engage Michelin’s premium audiences, rolls out across its website, Weibo and key mobile platforms (PPTV, PCauto, Autohome and iWeekly) to inspire consumers to explore the ultimate driving experience and share their dream driving route.
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A questionnaire allows Michelin fans to explore their own extraordinary driving experiences across a number of landscapes, including Tibet, Hangzhou, Shanghai, Xian, Yunnan and the Sichuan province.
Two lucky winners who garner the most support via social media will be equipped to hit the road and live their “Dream Driving” experience.
“This campaign is laying new ground for Michelin,” said Muriel Lechaczynski, TBWA\Shanghai’s brand team leader.
“We’re not selling tyres, we’re providing car lovers an opportunity to interact with the brand and share a mutual interest for exceptional driving experiences. We are thrilled that Michelin has entrusted DAN Shanghai with this digital brand platform.”
Pascal Roche, head of marketing at Michelin, added: “The Dream Driving campaign illustrates the exceptional performance of Michelin tyres in everyday life through real-life stories of people who are passionate about driving. This is an important way for Michelin to directly interact with our audience and continuously improve our customers’ driving experience with Michelin products.”
Credits:
Title: Michelin “Dream Driving”
Creative Agency: TBWA’s Digital Arts Network (DAN) Shanghai
Client: Michelin
Managing director: Brian Swords
Brand team leader: Muriel Lechaczynski
Group creative director: Dwayne Koh
Senior creative director: Hope Mei
Art director: Northy Chen
Designer: Chang Xiang
Senior copywriter: Suki Wang
Copywriter: Jolie Yang
Integrated planning director: Emmanuel Sabbagh
Group account director: Nick Hu, Stefanie Liew
Account director: May Wu
Associate account director: Renee Cheng
Senior account manager: Thomas Yu
Account manager: Victoria Wang
Account executive: Yoyo Wei
Producer: Sammi Yao
Digital producer: Mae Ann Tan