Michelin Safer Journey
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Transcript of Michelin Safer Journey
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Michelin DefenderTop Summer Intern Presentation
TBWA
ERIC CHANG \ GRANT JOHNSON \ JEREMY FLOWERS \ KELLY MENDOLA \KATRINE JO MADSEN\MIKE JONES
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How can theDefender become
a part of theaudiences daily
life?
Audience
tendency
There is anincreasingdesire to
engage in yourcommunity
The Defenderprovides bestvalue becauseits the safestand longestlasting tire
Families careabout their
loved ones driving
Humaninsight
Framework
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TVC scenCut to a football field on
sunny summer day earlyseason. A team of 10 yeaboys is getting ready for big match. We see how tcoach explains the strate
drawing the final plays onwhiteboard.
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TVC scenJust before the car hits tpothole, Bib appears andtosses fresh Defender tironto the car. The car coma quick halt and the pothbecomes a smoothly pavroad.
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Social Media
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Save The Road CompeActivation: Participants submit a statement and photo of an unstheir community, rally support for their proposed road in hopes thchooses to fix their submission.
Purpose: Drive awareness and engage the BAR consumer on alevel while getting them and their communities involved in a largeproject.
Connection: The Defender implements action over words, and aBAR consumer to to own a piece of the Defenders story - BARtoo can engineer safer journeys.
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Marathon
Sponsors
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Print
Marathon
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i i
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Digital
Banne
Digital Banners
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Digital BannersActivation: Inform about the Defender tire and campaign engage
opportunities while providing one-click away opportunities to more
Purpose: Drive sales through direct channels to purchase opportcreate awareness through easy access to detailed Defender tire iand provide direct connection to contest participation.
Connection: Banners provide key rational facts about the Defendcampaign and detailed information one-click away.
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5 Budget
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5. BudgetMedia
Social Media Competition - $50,000 - $75,000
Marathon Sponsorship - $300,000
TVC Placement - $625,000 - $650,000
Media Total = $1 million
Production
TVC - $550,000
Print - $10,000 - $20,000
Digital Banners - $100,000
E-mail - $1080
Kiosk - $80,000
Production Total = $751 080
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X. Appendix
VISUAL VOICE VIBE: Making the Defender the Ambassador of Safety and Assurance
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Bib must help Michelin engage to deliver a reliable-trustthat revolves around a real-life world
VISUAL VOICE VIBE
Realistic situations
Bib, personified
Real people
Relatable, true-life situations
Realistic geography
State-of-the-art???
Confident
Expert advisor
Reliable
Trustworthy
Engaging/Though
Contagiously activ
Invested care
Relentlessly progre
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BRINGING THE DISRUPTIVE IDEA TO LIFE: Idea Rationale
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Creates a compellincommunic
Michelin directly
Michelin to custome
Show that constant innovationbrings out the potential in all of us
Parallel Michelins dedication tocontinuously creating a settle -free tire to
the audiences dedication to doingwhatever they do to their full potential
Make the customers tire choice easierby showing theres no settling
Give the brand an engaging andactive role before, during and after
purchase
Create opportunities for Michelin to enterthe customers emotional world
Justify the Defender through rational fact-
based evidence (stop shorter, longerlasting, more fuel efficient )
Be the Leader in Innovation: Engage Customers To Establish Peace Of Mind
DIGITAL: Social Media Competition
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Submit photo and a 200 word max. statement about the worst mile - unsafe and/or pooin your community and how you want it improved
The significance of the mile will be considered too - a road near a school, park, a neig
where a lot of young kids play, a common route for new drivers or elderly people to ta Examples of road conditions that need repairing: potholes, signage, road lines, stop lig
sound barrier, bad areas with snow and ice
Partner with Google maps - track the road space that needs repairing
The original submitters email information will be collected. Their submission will be linkeupdate on Facebook to broadcast their submission.
People in your community will then support you by subposting in favor of your submissioengagement on the page will be tracked through their Facebook account, which will tracinformation and further broadcast the competition.
DIGITAL: Social Media Competition
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The winner gets the road repaired and recognized secondary winners get Michelin gea
Promoted via Facebook, Michelin.com, local dealers, TVC, print
Contest Lives on - micropage offshoot of Michelin.com
Length of competition????
Can it connect to a mobile asset?
Audience Info
Are most likely to watch videos online, VOD or on their DVRs
Enjoy communicating through Instant Messenger (chat) and social media (Facebook, Tw
Heavy users of streaming media (video, music, etc).
92% pass along information about deals or finds to others
27% of Facebook user population is 25- to 34-year-old females
women over 50 fastest growing demographic on facebook
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Social Media Campaign Analy
Digital Ad Placement
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SPONSORSHIP: Picture Perfect Audience
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Average household income for participants is 130,000
2/3 of the runners are between the ages of 30-50
There are 20,000,000 fitness runners nationwide 9,000,000 people who run twice a week nation wide.
Over the past 10 years there has been an average of 20 new marathons annually.
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Quiz
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Quiz
Series of questions pertaining to the Michelin brand.
Engage user with video prompts for answers.A lot of the questions will be information and educatio
based, especially towards the defender tire.
When did Michelin release
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first fuel efficient tire?
A. 1946 B.1963
C. 1984 D. 1998
A. 1946
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Consumer Reviews
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Consumer Reviews
Filled with a series of positive reviews by both consum
reports and focus groups.
Will display any awards won (ex. JD Power Associates)
Michelin Sweeps 2011 J.D. Power and Associates Awardsfor Original Equipment Tire Customer Satisfaction
-PR Newswire
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Sponsorship Information
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Sponsorship Information
Section with information going into detail about Miche
partnership with the New York City Marathon.
Show highlights of last years Michelin Defender Final Encourages you to get involved to sponsor or particip
your local race.
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POINT OF SALE: Dealer Incentive
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The top tire seller from every point of sale location will be entered in a regional drawinquarter for the first year that the Defender is on the market
Michelin will send dealers the message - If you go the extra mile for Michelin, Michelextra mile for you
Reward: Michelin will literally send top sellers miles.
Top sellers will win a trip for two to any ViaMichelin city for a three night stay at a Mic
and dinner for two at one of Michelins restaurants. The Michelin must set their itinerary ahead of tiem in order to contact all Michelin spon
establishments.
***How do we launch this message to sellers? Letter from CEO, ?