Michelin
<h2 class="h3">Helping customers see Michelin for more than tires.</h2>
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.
21% OF CRASHES ARE WEATHER-RELATED
1.235M/Year
Research revealed that drivers will eagerly pay for proven safety. It’s not a premium, it’s peace of mind.
<h4 class="h6">STORYBOARD</h4>
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.
Highest Scoring
TV Spot in Michelin History
Safe and clear for 16,000 miles.
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.
Wipers should be replaced every six months.
Studies showed that consumers were changing them once a year and suffering the consequences.
Nearly 50% of vehicles have windshield wipers that exceed their functional lifespan.
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.
<h4 class="h6">STORYBOARD</h4>
<h4 class="h6">DIGITAL ADS</h4>
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.
Clearly the best in tradeshows.
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.
Rock Your Ride
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.
<h4 class="h6">TRADESHOW SIGNAGE</h4>
A clear legacy between tires and wipers.
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.
<h4 class="h6">TRADESHOW SIGNAGE</h4>
Charging Forward
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.
<h2 style="margin-bottom: 0;font-size: 2vw;line-height: 1.2;">Giving the gift of extra time.</h2>
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.
<p style="letter-spacing: 1px;font-weight: 800;line-height: 1;">"TIME BACK RECAP"</p>
<h2 style="margin-bottom: 0;font-size: 18px;line-height: 1.2;letter-spacing:1px;">SOCIAL LISTENING</h2>
Leveraging social listening tools, we scrubbed Sheetz social platforms to pinpoint Sheetz Freakz who had fallen on hard times.
<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">RECIPIENT SELECTION</h2>
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.
<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">MICROSITE DESIGN</h2>
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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<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">SELECT PRIZES</h2>
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.
<h2 style="margin-bottom: 1vw;font-size: 2vw;">April McDuffie-Hodges</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">South Boston, VA</h3>
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.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Alan Jamieson</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">St. Mary's City, MD</h3>
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.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Todd Spurrier</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height:1;">Finksburg, MD
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.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Emily Spears</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">Confluence, PA</h3>
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.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size; 2vw;">Chris Bizzell</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">Raleigh, NC</h3>
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.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
“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
