Michelin decided to associate itself with values that potentiate their brand through experiential marketing. Its commitment to environmental friendliness, its measures for road safety or collaboration with charity projects are less known aspects to the general public but are part of the DNA of the Michelin brand.
To do this, we designed an experience that allowed the brand to be felt in this light. Michelin converted its drivers into the protagonists of driving tests in a closed circuit by way of a virtual simulator. They could accelerate, brake, experience a vehicle collision, overturn virtually and check their grip, the tire pressure or braking ability as if they were professional testers.
The Roadshow included a football field with artificial turf created from reused materials from tires, on which dozens of practice games were played in cities that the Roadshow visited.
Finally, we wanted to highlight Michelin´s commitment to society, so exercise bikes were provided so that the public could to give them a go, and for each kilometer rode on the bike Michelin donated euros to charity.