Brief Explanation

To help Michelin take the lead in the fuel saving segment, we had to overcome 3 hurdles of conventional thinking. People think of tyres as a utilitarian product. Therefore, they don’t really think of the product benefits of tyres. And this means, there’s very little real brand differentiation. So we needed to make people see the difference. And educate them on the fact that Michelin tyres actually do save you more fuel. This led to the creation of an immersive online eco-city, where The Michelin Man plays the protagonist in challenging consumers perceptions in an engaging way.