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Michelin Man Goes On The Buses to Save CO2 |
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Written by Paul Cordle
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Wednesday, 29 October 2008 |
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 The Michelin Man will be on the buses for the next few months as the world's leading tyre manufacturer is about to launch a unique bus-back advertising campaign for its new Energy Saver car tyres. One of the world's most recognisable and best loved marketing characters will appear on more than 50 buses throughout the UK to promote the low rolling resistance tyre that reduces a car's fuel consumption and carbon emissions.
As well as being adorned with highly distinctive Michelin Man graphics, all of the vehicles used in the campaign will be running on Michelin's advanced technology bus tyres.
The new graphics were designed to use the recognisable face of the Michelin Man to effectively communicate the campaign's strong 'green' message. The world renowned company ambassador will be 'talking' to motorists driving behind buses in regions such as London, Manchester and the West Midlands to highlight the financial and environmental benefits of the new Energy Saver tyres.
Michelin aims to capitalise on its growing share of the UK bus tyre servicing market by using only vehicles running on the Company's latest technology.
It was a strategy that Michelin was happy to adopt, as UK Head of Communications, Peter Snelling confirms:
“As far as we are aware, this is a completely unique campaign, where the brand advertised is also being used on the medium, or should we say, vehicle to communicate this important message. Using buses that benefit from our latest technology seemed a very good and logical approach. Buses interact with our target audience like no other display format, so it just makes perfect sense to use them. Despite their positioning, the new ads certainly don't look like the 'back end of a bus', so we're sure they'll communicate our products' environmental credentials very effectively and will make the campaign a great success.”
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Last Updated ( Sunday, 16 November 2008 )
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