Michelin’s global campaign rolls into Australia
Michelin’s first ever international marketing campaign hits Australian TV screens this weekend, featuring the 112 year old, iconic Michelin Man in an animated film where he saves drivers from the costs of an evil petrol pump with energy saving tyres.
The worldwide campaign launched in the US in October last year and is rolling out in 55 countries using the same core creative, localised to country markets.
In Austalia, the TV campaign for Michelin’s Green X fuel saving tyres will be backed up with print, online and below-the-line activities, rolling out in March.
The Michelin Man will also appear in in-game advertising, on Facebook and in online news sites and press ads.
The global campaign implementation is part of  Michelin’s plan to recapture leadership of the $140 billion global tire market which Japan’s Bridgestone currently heads with $20.9 billion sales in the first 9 months of 2009 compared to Michelin’s $15.3 billion.
Tags: Global Brand
