Consumers rank Michelin as the most trusted tire brand on the road. But sales of their windshield wiper blades were declining and consumer awareness was non-existent. They asked Tattoo Projects to elevate Michelin wipers to the status of their tires. Over a four-year period, we delivered strategy, integrated campaigns, and tradeshows to make windshield wipers synonymous with safety.
Research revealed that drivers will eagerly pay for proven safety. It’s not a premium, it’s peace of mind.
The “Hugs” campaign potently answered the challenge. It was a powerful metaphor that spoke to family safety while also associating consumers’ trust for Michelin’s grip on the road with Michelin’s grip on the windshield.
After establishing the safety of Michelin’s wiper blades, we proved their durability during a world-record breaking Pan-American race from Alaska to Argentina. To travel 16,000 miles in less than 11 days and 17 hours, there is no time for limited visibility. Video content captured and relayed the crystal-clear message. If Michelin wipers can survive the longest road on the planet, they can handle your daily commute.
Studies showed that consumers were changing them once a year and suffering the consequences.
Rather than try to change consumer behavior, we let them know that Michelin’s wipers lasted 2X longer than traditional wipers. So customers don’t have to change their behavior, just which wiper blade they use.
Digital ads on The Weather Channel App were programmed to run during inclement weather. Remember how 50% of drivers are using older wiper blades? Now imagine the relevance of an ad promoting Michelin’s ultra-durable blade when you are hearing that obnoxious old-wiper squeak.
The AAPEX Tradeshow is the center of the automotive aftermarket, and it’s where buyers choose their suppliers for the year. We leveraged the equity in Michelin’s famous mascot to immediately establish trust in our Michelin wiper blades. Building excitement about increasing Michelin’s product line while clearly demonstrating how a premium priced wiper blade will attract safety-conscious customers and more profit per purchase.
For the 2016 AAPEX Tradeshow, we pushed Michelin to do something they never had done before — bring their iconic mascot to life at a tradeshow. We put the Michelin mascot behind a set of drums, equipped with windshield wipers to use as drumsticks.
To celebrate Michelin’s rich tradition of providing high-quality products, in 2017, we developed tradeshow collateral that traced back decades of the brand’s innovation. Signage showcased 50 years of Michelin’s windshield wiping technology.
Once the heritage of safety and performance was effectively passed from tires to wipers, Michelin wipers focused the consumer on the next 50 years of innovation. The forward-facing message is true to Michelin’s brand promise, to prepare the driver for the road ahead.
Sheetz’s mission is to give people time back to do more of the things they love. In honor of Global Pay It Forward Day, we helped Sheetz put their mission into action with the “Time Back” campaign.
Leveraging social listening tools, we scrubbed Sheetz social platforms to pinpoint Sheetz Freakz who had fallen on hard times.
We then worked with the brand’s executive team to vet stories, select recipients, and donate unprecedented prizes to Sheetz fans who simply need some time back.
We produced five beautiful videos of the in-person donations, telling each recipient’s story and showcasing their emotional reactions. On paid social, the videos drove visitors to a custom #TimeBack website, where we encouraged community members to pay it forward in their own lives.
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From financial aid and custom-wrapped vehicles to charitable donations and family vacations, Tattoo Projects tailored prizes to help each recipient make up for lost time and fulfill their dreams.
April’s business, Alexia’s Closet, had been severely damaged from major floods. Sheetz gifted her with a new car, $25,000 for her business, and a $5,000 donation to the American Heart Association in honor of her son.
An Associate Professor at St. Mary’s college of Maryland, Alan received a $25,000 donation to his school, a dream vacation to London, and a $2,500 Sheetz gift card to help fuel his students’ learning.
Todd Spurrier, a cancer survivor, runs a charity to raise awareness for the dangers of colorectal cancer. Sheetz surprised him with a $25,000 contribution to his charity, a custom-wrapped van, and a $500 Sheetz gift card.
Following a recent accident that totaled her car, Emily Spears was delighted to receive a brand-new car, $10,000 to help save homeless pets, and a dream vacation to Turks & Caicos.
Chris is a track & field coach at East Cary Middle School and a self-proclaimed Sheetz Freak. The brand surprised him with a $25,000 donation to his school’s athletic department, a new truck, and a free trip to the Sheetz headquarters.
“Standing behind our core values, we had a once-in-a-lifetime opportunity to surprise a few of our lucky fans with more of the things they love in order to help them enjoy all of the time back they get from shopping at Sheetz.”
Ryan Sheetz,
AVP of Brand at Sheetz
Genesys Global™ is a lighting tech company proven to help businesses save millions on energy costs with their gLED™ and gHID™ lighting technologies.
When the company first approached us, they had their revolutionary technology and a few sales sheets. After analyzing the landscape and the brand's competitive set, we crafted detailed brand identity standards to lay a strong foundation for what we knew to be limitless growth potential.
For B2B companies, tradeshows are vital to raising awareness and making meaningful business connections.
We designed Genesys’ tradeshow display and collateral to match the magnitude of their innovation and educate passersby about the transformative power of Genesys Global™ lighting.
The Genesys Global™ team is passionate about their technologies and working together as a family to serve leading businesses. We designed and produced Genesys’ apparel to be high quality, versatile, and match anything, just like their gLED™ and gHID™ technology.
Genesys Global™ provides up to 75% energy savings, just by changing lights. For an industry that has been slow to innovate, that kind of upside can be difficult to comprehend.
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We built GenesysGlobal.com with an interactive savings calculator as the focal point, allowing users to input their lighting setup and realize the savings potential from the palm of their hand.
With strategy at our core, we take immense pride in going to the extremes to understand our clients’ industries and audiences. In preparation for a 2021 Genesys Global™ product launch, we flew coast to coast touring horticulture and cannabis grow facilities of all sizes.
Over one week, we met with c-suite decision makers, conducted interviews, shot photography, and took in the sights, sounds, and vibes of a market that is growing at an exponential rate.
The combination of immersive discovery and in-house social listening and ethnography has laid a detailed foundation for what will be the brand’s grandest launch to date.
Research and discovery indicated the brand’s c-suite target audience was more active on digital platforms than ever before, particularly LinkedIn.
By utilizing LinkedIn’s unique ad types and targeting, we crafted paid campaigns to increase followers and generate leads from executives in every sector of industry.
The overarching social strategy was tailored to each specific platform, with a mix of educational, promotional, and timely content, all presented in the same enlightening tone of voice.
