China is one of the key emerging markets for the campaign, targeted together with Russia, Brazil, India, and South Africa. The core message of the campaign is “the right tire changes everything”.
TBWA Shanghai relays the message with a story of a family of three - father, mother and son - driving in the city. Along the way, they experience a number of unpredictable obstacles that threaten their safety and of course, could potentially damage the vehicle.
The famous Michelin Man then appears to remind the lucky passengers that their vehicle is fitted with the "robust" Michelin Energy XM2 tires, which overcame all such potential road hazards.
TBWA Greater China group president Ian Thubron commented that Michelin is a key global client of the agency and "anything we can do to enhance safety on the roads of emerging markets is valuable”.
However, tires may not be too high up on the to-buy lists of Chinese consumers. Growth in the Chinese auto sales market is expected to rise by just five per cent in 2011, down from 32 per cent last year, thanks to increased taxes and the removal of government incentives.
CREDITS:
Project Name: Safety campaign for emerging markets
Creative Agency: TBWA\Shanghai
Client: Michelin
Chief Creative Officer: Chien Hwang
Associate Creative Director: Joy Jiao
Art Director: Neptune Zhao
Copywriters: Li Ning, Winky Wang
Production Company: Psyop
Production Company Head Producer: Lydia Holness
Executive Producer: Lydia Holness
Production Company producer: Anna De Castro
Business Director: Emiko Nagai
Account Manager: Tony Jiang
Media Agency: MEC
Category/Exposure: TV
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