Whybin TBWA Tequila Melbourne is gearing up for the launch of its first campaign for Michelin. The new campaign for Michelin's Green X fuel saving tyres is due to launch on TV this Sunday 28 February, with print, online and below-the-line activities to roll out in March nationally.
The campaign is designed to go beyond the core audience of car enthusiasts and instead speak to the wider community of car owners throughout Australia.
Utilising the popularity of the Michelin Man, the campaign is designed to resonate in a category that traditionally has low consumer engagement, low knowledge of the products and little brand differentiation.
