Campaign Objective:
Michelin ran two bursts of activity designed to promote the safety aspect of their tyres and then how they can help drivers cut fuel costs

Media:
500 x 6 Sheets at 131 nationwide Motorway Service Areas for each burst

Research objectives
To carry out attitudinal & awareness research and gauge awareness of poster ads for Michelin tyres. 100 interviews were undertaken for each burst

Effectiveness:
100% of respondents drove a car & 77% of respondents were the people responsible for making decisions about purchasing tyres for their household-demonstrating appropriateness of audience
Unprompted, 67% of respondents said they had seen tyre advertising recently
Unprompted 60% of respondents said it was Michelin they had seen
55% of respondents claimed to have seen this advertising as posters on the motorway
When prompted 61% of respondents said they had seen Michelin 'Safety' themed tyre advertising recently.
When prompted 74% of respondents said they had seen Michelin 'Cut fuel costs' themed tyre advertising recently
91% recalled seeing it at a Motorway Service Area
When prompted, 33% of respondents chose Michelin as the best tyre brand for fuel economy
When prompted, 29% of respondents chose Michelin as the best tyre forlongevity
79% of respondents said that driving on a Motorway makes them much more aware of car safety

*Admedia independent research in conjunction with Market Management