How do we get parents and their teens to start conversations on a topic as boring as tire safety and inspire action to have them check their tire pressure?
Let's play on the rising wellness trend and communicate with teens directly on their turfs to compare tire wellness and human wellness.
We all require care and maintenance to continue functioning properly, the same is true for our tires.
The Challenge
The Big Idea
The Message
Social media
The Michelin wellness challenge​
#wetiretoo social media challenge on Tiktok where paid influencers will post a short video of their worn out tires and as they get them checked out. Creators are encouraged to share their best tire wellness tips and winners will receive a free tire renewal service and a free coupon for a wellness spa day at any Hand And Stone Massage And Facial Spa in the United States.​
2-D
Through a set of posters, we will show people tires personified doing human wellness methods to draw a clear comparison between tire wellness and human wellness. A QR code at the bottom will lead to Michelins website where people can learn more about tire safety.
Experiential
We will sponsor multiple pop up sites in every city where teens are encouraged to bring their own cars or family cars to get a free tire check up, here they can learn about driver safety and tire maintenance.
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We will partner up with Mercedes... to showcase the best ways to maintain their car and tires, and sponsor a one-time car give-away to one randomly selected creator who has been able to have a positive impact on viewers by teaching them adequately on tire safety and driver safety. Creators will be required to post a short video on this topic with #michelintiresafety & #wetiretoo to be considered for the give-away.
