Michelin and TBWA’s Digital Arts Network Shanghai offer the ultimate driving experience
TBWA’s Digital Arts Network (DAN) Shanghai recently launched the ‘Dream Driving’ digital campaign for Michelin, inspiring consumers to explore their ultimate driving experience, share their dream driving route via social media, and have a chance to fulfill their dream.
The campaign, which aims to engage Michelin’s premium audiences, rolls out across a brand website, Weibo and key mobile platforms.
A customized, experiential 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,” commented 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.”
To inspire drivers, Chef Cai Hao, owner of the renowned Guangzhou restaurant, Howard’s Gourmet, and Wang Yu Xi, a famous car photographer, both share their ultimate driving experiences via two digital-based films
Nearly a dozen automotive thought leaders took part in the campaign by commenting and writing articles on five of China’s most popular automotive websites to encourage people to explore the Michelin ‘Dream Driving’ experience.
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.”