Brief Explanation

Michelin builds a world designed for its brand ambassador, which is the Michelin man. Michelin brand awareness is around 80% in China. But Michelin Market share is only around 10%. People love the brand but they don’t think Michelin tires can meet their daily road safety concerns. Michelin want to improve ITS CUSTOMERS’ REAL LIFE. Our campaign idea: <Tune the silence and see the difference>. People change attitudes and perceptions when they simmer down their temper and reflect the happening carefully. Michelin PCY 3 ST brings 3 different family stories to show the benefit of the silent space. The silent space then pacifies people’s emotions and brings a positive change to the relationship between drivers and their passengers. All the changes could happen quickly in a silent moment. For the 1st round of the video test from May 6th to May 9th (Just 3 days), the Placement: Seeding video in Auto Channel + Movie Channel (as there is no inventory in homepage); Methodology: promote one of the 3 videos with the same placement per day; The KPI achievement for 3 days: click 368,886 (Original target KPI: click 360,000); Michelin has gotten lots of feedback about the purchase intention.