AGENDABUSINESS PROBLEMCOMMUNICATION PROBLEMRESEARCH TARGET AUDIENCECONSUMER INSIGHTDISRUPTION ROAD MAP CREATIVE STRATEGY THE BIG IDEACREATIVE EXECUTIONSCAMPAIGN LAYOUTMEDIA PLANNINGBUDGETINGCONCLUSION

BUSINESS PROBLEM

The market situation.

Leading tyre companies in the world.

28%

21%

18%

16%

16%

Others1%

The Tyre Industry has seen a Compound Annual Growth Rate of 3.7% between 2011 to 2014. Amounting to 271,230.9 Million in 2015. Asia Pacific

accounts for 47% Market Share of the industry as of now.

In the Asia Pacific, according to Marketline. The leading companies in this market would be

GoodYear, Bridgestone and Michelin.

Bridgestone - 12.5%

Michelin - 9%

GoodYear - 6.6%

The competition.

Most drivers use the tyres that come with their cars. Even though consumers expect quality in the products, most tyres are

undifferentiated and similar. The perception of tyres changes according to branding.

The identified competitors.

Product (Brand Personality)Pirelli is a performance based brand.

They have a lot of focus on innovation and product quality.

PricePirelli has a wide range of tyre products, mostly focusing on their PZERO series.

Their price range costs similar to other brands, from the cheaper smaller sized wheels costing about $150 to bigger sized wheels that can cost up to $700 - $800.

PlaceDirect selling from Pirelli as the supplier, or through retailers.

Pirelli is the official tyre supplier for companies like Pagani, McLaren, Sauber and Ferrari.

PromotionPirelli’s “HighwayZERO” campaign: To promote the company’s P Zero All Season Plus tyre.

The new site will feature “gaming style” interactive features so users can interact with three videos showcasing the P Zero in mixed, dry and snowy road conditions.

Promotional Campaign

Product (Brand Personality)Dunlop prides itself as a high performance brand that utilizes technology to connect the driver and the road. Main attribute would be the stability of tyres.

PriceThe most premium price for Dunlop Tyres would be the Dunlop SportMax GT600 CCT V1 SIZE 285/35R20 $750 while the lowest cost in the series is Dunlop SportMax TT 225/45/18 $200

PlaceDunlop tyres can be purchased through its official website and retailers.

PromotionDunlop’s “I RIDE” Campaign (2014):The I RIDE Dunlop campaign features print ads, online advertising, social media content and commercials that run in conjunction with the 2014 AMA Supercross and Motocross races. Main reason for the event would be to test the functionality of the vehicles.

Promotional Campaign

Product (Brand Personality):Bridgestone tends to focus most of their product marketing with the F1 motorsports scene.

PriceTyres of Bridgestone range, the most expensive tyre would be the Continental Sport Contact 3 Runflat (Size 275/40R19) $560 and for the least expensive tyre on the website would go to Continental Sport Contact 5 (Size 225/45R17 MO) $158

PlaceThrough retailers, suppliers and Bridgestones official website

Bridgestone is the official tyre sponsor for Formula 1 cars.

Promotion: Bridgestone’s “Google Display Network safety and winter tyre campaign” (2011): to build awareness of Bridgestone winter tyres and the importance of tyres in road safety.

The creative approach featured a range of messages and formats tied in with real-life situations – such as the weather forecast for winter tyre safety – and made use of various targeting options such as contextual, placement and topic targeting.

Promotional Campaign

Product (Brand Personality)Continental tyres are highly versatile due to their wide range of tyres. Also seen as modern and fresh.

PriceOn the website, the most expensive tyre would be the Continental Sport Contact 3 Runflat (Size 275/40R19) $560 and for the least expensive tyre on the website would go to Continental Sport Contact 5 (Size 225/45R17 MO) $158

PlaceThrough retailer, and automotive traders.

Continental supplies tyres to companies like Mercedes-Benz Chrysler and Volkswagen.

Promotion Continental has Done: Continental partners with “Stop the Crash” campaign (2015):New initiative to promote crash avoidance systems and tyre safety

Aims to raise awareness of these life-saving technologies

Continental will be holding driving demonstrations to raise awareness of the benefits of safety technologies that are already being volume-produced and to encourage their adoption in subcompact and compact models

Promotional Campaign

What is the differentiation between Michelin and its competitors?

As seen, Michelin has a decent market share in tyre industry, for both the worldwide and in the Asia Pacific market.

To drivers, there is no strong emphasis of needing buy a good tyre.

The common trend of other competitors would be to link their products to either the luxury scene or the competitive scene. In addition, they are similar in terms of functionality.

Michelin should aim to segregate themselves from their competitors through branding and communication.

Refer to Appendix 1 for Online Survey Results

COMMUNICATION PROBLEM

What is stopping consumers from buying?

Michelin is seen as a family-orientated as well as a

commercialised brand.

There is no distinction in positioning between Michelin’s performance and general tyres.

Michelin’s website has been set up in a way to be fully functional, without any differentiation between the

performance and safety oriented wheels.

Latest promotion from the Michelin campaign, focusing on family safety and practicality rather than performance.

Michelin puts a lot of emphasis on tyre safety, for both their sport tyres and general car tyres. Safety and durability are always firmly reassured.

How are we going to change it?

Brand Positioning

We need to show PDPs that our tyres are on equal or better performance than competitors even though we are seen as a family oriented brand.

In-order to do that, we must let them experience our tyres at their best,therefore MPSE will provide them with the dream drive they always wanted.

RESEARCH

We conducted an online survey.

42 RESPONDENTS28 TO 45 YEARS OLD

69% SAY THAT SPEED IS THE FIRST WORD THEY THINK OF IN TERMS OF PERFORMANCE.

33.3% SAYS THAT “TEST DRIVES” IS WHAT THEY LOOK FORWARD TO IN A RACE EVENT.

83.8% SAYS THAT THEY USE INTERNET THE MOST AMONGST OTHER MEDIA PLATFORMS.

Refer to Appendix 2 for Online Survey Results

KEY TAKE AWAY?We need to build our campaign focusing on speed and include the element of test drivers.

Our campaign should be mainly digital.

We also did some interviews.

MARTIN TEO40 YEARS OLD

Mr Teo described himself as a meticulous person. Although, he appreciates luxury cars, he would love to own a Mini Morris as it was his first car.

To him, the first tyre brand that comes to mind is Pirelli, due to them sponsoring F1. Martin

mentioned that he has heard of MPSE, through reading and hearing about them on media

platforms. Such as magazines and the internet.

Martin treats cars and driving as a hobby. He’s only moderately active on social media, mostly LinkedIn. He does not have people to join car

crews with.

THEODORUS Oentero31 YEARS OLD

Mr Oentero described himself as having a loud personality. His favourite feature of his car though is the large interior

space of his Mercedes C63 AMG

He feels that the first tyre brand that comes to mind would be Michelin, mainly due to his personal experiences as well

as Michelin’s excellent performance in the F1.

However, he would not participate in a racing event.I like driving quite a bit, it's convenient and exhilarating.Quite active on social media but don't participate in any

car crews. However he has never heard of the MPSE.

What are the differences between PDPs among different countries?

The Countries.

The PDPs in thailand are highly separated from the social class

PDPs have more chances to appreciate the full performance of their car

PDPs are also more willing to upgrade their car parts

However roads are not well made and maintained making it more dangerous for them

Thailand

Philippines have fewer PDP drivers

Roads that are well built up are congested with other cars

Philippines PDPs enjoy wide number of race car tracks

Philippines

Singaporean PDPs like to test their cars, usually in malaysia.

Singaporeans PDPs are also brave Having competitions for speed police as they challenge them.

Singapore

Malaysians care the most for the paint coating on the car.

Speeding and being chased by police is considered fun for them.

Malaysia

Extremely willing to purchase cars and upgrades due to lack of COE.

Enjoy driving vintage cars instead of the latest sports cars in the market.

Enjoy well builts roads as well as many racing tracks.Australia

Indonesia has a small number of PDPs.

Many of its roads are not well maintained.

There are many race tracks in Indonesia for the PDPs to enjoy.

Indonesia

However, they are all similar.

PDPs will have gone a racetrack with their own cars. It is not surprising that they have experience driving on professional tracks, but they have never

experienced “true racing”.

We also wanted to dig deeper into their car communities.

PDPs cherish their motorsports family. However when it comes to racing, it is all individual performance.

TARGETAUDIENCE

Car Lovers

DEMOGRAPHICS

Lifestyles: Car enthusiasts that have hobbies and likes centered around motorsports. People who are passionate about cars and everything about it.

Attitudes and Beliefs: People who are influential towards the car industry. . They take great pride in knowing and understanding what is the best equipment for cars. Their dreams being able to afford a car.

PSYCHOGRAPHICS

○ Age: 28 to 45

○ Gender: Male/Female

○ Race: Any race

○ Household / Individual Income: Ranges,

no defined income.

○ Occupation: Working Professionals

○ Geographic Location: Singapore, Malaysia,

Thailand, Indonesia, Philippines and Australia

Premium Driving Pleasures (PDPs)

DEMOGRAPHICSLifestyles: Car enthusiasts that have hobbies and likes centered around motorsports. They may like racing events, watching automobile related TV shows, reading magazines about motor vehicles like Top Gear. They also own luxury cars.

Attitudes and Beliefs: They have high self esteem and are influential. They take great pride in their material possessions like their cars. They also like being the “best”.

PSYCHOGRAPHICS

○ Age: 28 to 45

○ Gender: Male/Female

○ Race: Any race

○ Household / Individual Income: $8000 to

$20000

○ Occupation: Working Professionals

○ Geographic Location: Singapore, Malaysia,

Thailand, Indonesia, Philippines and Australia

CONSUMERINSIGHT

PDPs all want to be race car drivers, however this dream has never been satisfied.

PDPs have the craving to race and show their potential. They have the competitive spirit about anything car related.

PDPs are nerds about cars, being extremely knowledgeable about cars.

DISRUPTION ROADMAP

All the other tyre brands let you

dream and aspire to be a racer

They let you dream about it,

we fulfill it.

To position Michelin as a

performance tyre brand in the

minds of PDPs

All the other tyre brands let you

dream and aspire to be a racer

They let you dream about it,

we fulfill it.

To position Michelin as a

performance tyre brand in the

minds of PDPs

All the other tyre brands let you

dream and aspire to be a racer

They let you dream about it,

we fulfill it.

To position Michelin as a

performance tyre brand in the

minds of PDPs

CREATIVESTRATEGY

Our key message,is that MPSE is the full fledged racing experience and that Michelin represents performance.

Tone of voice. Confident and Enticing.

In a teasing manner.

THE BIG IDEA

MICHELIN PILOT SPORT EXPERIENCETHE DREAM DRIVE YOU NEVER HAD.

MPSE is an immersive 360 racing event like no other. The event allows participants to live the racing experience, from pit-stop workshops to drives by professional racers. Not to mention, sitting in the seats of real track cars.

Participants get to actually live their dream of being a racer driver by driving these cars around a 5.5km unobstructed road on the Sepang F1 track. PDPs aren’t going to just experience a racing event, they are going to live it, and experience a day of motorsports unlike any other.

CREATIVE EXECUTIONS

An introduction to our executions.

Ken Block teaser video on YouTube

We will make use of Facebook to garner likes to release 2nd

part of the video

2nd part of Ken Block video released

on YouTube

An introduction to our executions.

Besides that, we will also have our video commercial, print advertisement and digital commercial from March to June. The

advertisements aims to get car lovers and PDPs to sign up for our VR race.

An introduction to our executions.

Lastly, we have a series of games that allow PDPs to collect points, leading up to the virtual reality competition where we will send the best

25 to live their dreams at MPSE.

An introduction to our executions.

1 AWARENESS

2 EDUCATION

3 ENGAGEMENT

1 AWARENESS

Ken Block Youtube Video

Ken Block, a professional rally driver with the Hoonigan

Racing Division.

472K FOLLOWERS

2.8MFOLLOWERS

5.6MLIKES

Ken Block Youtube Video

Ken Block, a professional rally driver with the Hoonigan

Racing Division.

He has won many awards.

2010: winning the Rally in the 100 Acre Wood for the 5th consecutive time.

2013: entering top-ten in the Mexican rally, thus receiving his first six points for the championship and score a best-ever 7th overall finish.

2016: At Hockenheim-Germany, Block finished in 3rd-place on Supercar Final and achieved his second podium in this series.

Ken Block Youtube Video

Ken Block, a professional rally driver with the Hoonigan

Racing Division.

He was also featured on many other platforms in the Motorsports scene.

2006: for the Discovery Channel show Stunt Junkies, Block jumped his Subaru WRX STi rally car 171 feet (52 m) and a max height of 25 feet (7.6 m). The whole episode was dedicated to Block attempting this stunt.

2010: Block's third Gymkhana video, featuring a Ford Fiesta, was released on YouTube. The video got more than seven million views in its first week. This vehicle is now on display on the Petersen Automotive Museum.

2011: the fourth Gymkhana video, The Hollywood Megamercial was released on YouTube, featuring Block driving around the Universal Studiosbacklot.[22]

2015: Block appears in the Need for Speed Video Game as the style icon.

Ken Block Youtube Video

Michelin would collaborate with Ken Block to release a YouTube video that showcases him doing stunts with Michelin’s decaled cars (and our tyres). He would do the stunts on the Virtual Reality Simulator and proceed onto doing it live.

Ken Block Youtube Video

This would tease the opening of the Pre-MPSE competition and garner awareness amongst PDPs to compete for the 25 spots in MPSE.

Ken Block Youtube Video

This aims to show how our virtual reality simulator is very close to real life driving.

It will also create hype as Ken Block is one of the most inspiring race car drivers amongst the car lovers community.

Ken would also give Michelin’s sports series a face as he is now associated with us.

VideoCommercials

Broadcasting:DMaxBBC

YouTube

Title: Sound of your dreams

Sponsor/Client: Michelin

Duration: 30 Secs

Mood: Inspiring, Driven

VideoCommercials

VideoCommercials

VideoCommercials

This video commercial wants to show the passion and association PDPs have for a car in their everyday. In a way, everything around them can be associated to the racetrack, showing how they daydream about cars in their daily lives. In our video commercial, we aim to convey this idea by creating sounds of the race track scene through their daily activities such as preparing food and waking up. Our video commercial has been set in a more vague context to let viewers anticipate the connection between the racing in their day to day lives.

The video commercial will promote Michelin’s MPSE website as well as entice and raise awareness for the MPSE hype.

Print Advertisement

The print advertisement wants to show the PDP’s that a mundane worker like themselves has the potential to fulfill a childhood dream that they have long since ignored. Therefore the headline would be “Dreamers to drivers.” Lastly the body copy would be “Time to get behind the wheel.” This call to action to create a clear separation between those who only talk about achieving their dreams and those who actually put in their body and soul to fulfill their dreams.

The print advertisement will create hype for Michelin’s MPSE as well as create a prompt that would drive

Print Advertisement

Digital Advertisement

The web banners would be placed on Facebook, Google, Instagram as well as Twitter.

For the Web Banners, the advertisement is aimed to show a glimpse of the feeling of how a racer looks like. The Web Banner is meant to make PDPs for being in the hot seat of a race.

Digital Advertisement

The visual shows a hand on a steering wheel and the car is on the race car track. This compliments the copy, which is “Live your dream”.

Through this web banner, we aim to send the key message that Michelin is able to fulfill that dream of being a race car driver. To view it simply, all PDPs knows how the POV of racer looks like, but we want to show that they can be in that shoe of a racer.

1 AWARENESS

2 EDUCATION

Michelin Pilot Sport Experience Website

We propose to create a separate new website for the MPSE to break away from the current perception of Michelin being a family orientated brand.

Currently Michelin’s website is family orientated. This website aim to give PDPs a touch point that is more relatable to them.

Michelin Pilot Sport Experience Application

As part of the campaign, we would also create an application for Michelin. The application would sync information from all users social media and keep them constantly updated about the MPSE.

There are features such as small games and even a personal account on the application.

Michelin Pilot Sport Experience Application

The application will include a small racing game similar to Need for Speed. In addition, it acts as a speed test for the potential car performance of a crafted car.

Players can put up these cars online and to brag about how their own car breeds performance.

Sign up for VR Race Competition

The sign ups would be opened and the public would be notified if they check our social media, website or mobile application.

People are to sign up individually. PDPs and Car enthusiasts will have to showcase their cars and in addition talk bout their passion for cars.

Sign up for VR Race Competition

Michelin will pick whoever shows passion in being a racer, this includes both PDPs and car enthusiasts. We believe that a car enthusiasts who has the spending power to upgrade their vehicle will also translate to tyre sales for Michelin.

The sign ups will be done through our website and mobile applications.

Michelin Pilot Sport Experience Website

For both the website and the application, there will be a live leaderboard that will show the top racers that have the most amount of points.

1 AWARENESS

2 EDUCATION

3 ENGAGEMENT

Snapchat Speed Challenge

Ken Block would be travelling to every country to host this Michelin Snapchat speed game. He would be driving a car that has Michelin’s colour scheme

Snapchat Speed Challenge

Clues would be sent out on Michelin’s social media accounts as well as our apps. Specifically, on our app, we are able to track our participants geographic location and send a notification to them. For example - “Pshhhh, you are getting close, look harder.”

Snapchat Speed Challenge

Participants would have to capture this car on their snapchat, use the Michelin filter and upload to their stories.

Their snaps would also be viewed in other countries that are involved in this event.

The first 3 snapchats uploaded with the fliter on their stories would earn points for their crew.

The MPSEVirtual Reality Competition

The VR competition will allow participants to take part in a “real” race.

We will partner Oculus to provide VR headsets, and participants will be placed in the “driver’s seat” of a track car on the Sepang circuit.

The VR competition will be held at different cities in Singapore, Malaysia, Indonesia, The Philippines, Australia and Thailand.

A record of their VR race will be personally sent to participants through the MPSE mobile app. People are able to review their performance online and gauge how well they have performed.

This race aims to create a simulated experience of MPSE.

The MPSEVirtual Reality Competition

VR Competition LocationsSingapore - Suntec City

VR Competition LocationsMalaysia, Kuala Lumpur - Pavillion

VR Competition LocationsMalaysia, Kota Bahru - AEON Mall

VR Competition LocationsIndonesia, Jakarta - Pondok Indah Mall

VR Competition LocationsIndonesia, Surabaya

VR Competition LocationsIndonesia, Medan - Sun Plaza

VR Competition LocationsPhilippines, Manila - Mall of Asia

VR Competition LocationsAustralia, Sydney

The MPSEVirtual Reality Competition

Out of the total amount of participants, we will pick the top 100 to fly to sepang to race it out for the top 25 spots.

We aim to give participants the feel of competition and thrill where the prize is “so near yet so far”.

The Prize:Michelin Pilot Sport Experience

Social Media Posts

TWITTER FACEBOOK INSTAGRAM YOUTUBE SNAPCHAT

Social Media Posts

We will be using Twitter as a platform to provide updates on the campaign as well as tease the MPSE event.

We also aim to garner retweets and likes from users.

Social Media Posts

As we made the twitter tease in a mini competition format where only the fastest will get to know more about the MPSE.

Michelin will personally message these winners for a sense of exclusivity.

Social Media Posts

Example of updates of Michelin’s VR events.

This can include other campaigns such as Ken Block and the Michelin Car.

Social Media Posts

Facebook would be used to garner a certain amount of likes for the release of Ken Block’s video as well as tease the launch of MPSE.

It will also be used as a platform for Michelin to share updates about the campaign as well as tease MPSE.

Social Media Posts

Facebook would also be used to contact the winners for the mini competition. They would be approached through a personal and exclusive direct message, similar to twitter.

Social Media Posts

Example of teaser of Ken Block’s “stunt” event.

Social Media Posts

Similar to Facebook and Twitter, Instagram aims to tease the MPSE event though its mini competition.

Instagram would be used to share photos and short videos of the campaign. It would mainly focus on the behind-the-scenes of the campaign in an light hearted tone to relate to the consumers.

Social Media Posts

Similar to Facebook and twitter, Michelin will send personal messages to those who participated in the mini event.

Social Media Posts

Example of a behind the scenes image from Michelin.

Social Media Posts

Other than to release our video commercials and the Ken Block teaser video, Michelin would engage with the consumers by replying to selected comments on YouTube. We also aim to garner shares and likes for Michelin’s

Social Media Posts

Snapchat will be used to provide live updates on the whole campaign as well as MPSE.

Content would range from behind the scenes to up close and personal videos of the winners.

CAMPAIGN LAYOUT

Ken Block Youtube Video

This aims to show how our virtual reality simulator is very close to real life driving.

It will also create hype as Ken Block is one of the most inspiring race car drivers amongst the car lovers community.

Ken would also give Michelin’s sports series a face as he is now associated with us.

PHASE 1

PHASE 2

PHASE 3

MEDIA PLANNING

BUDGETING

TOTAL OF BUDGET OF $12 MILLION

1. Ken Block - 3 million2. VR Equipment - 3 million3. App Development - 1 million4. Snapchat Filter - 700 0005. Venue Costs - 700 0006. TVC Production - 500 0007. Manpower - 500 0008. Youtube Ads - 400 0009. Print Ad Placements - 400 000

10. Video Ad Placements - 200 000 11. Web Banner Placement - 200 00012. Facebook - 600 00013. Vehicular Maintenance - 300 00014. Travel Expenditure - 200 00015. Instagram- 300 00016. Twitter - 200 000

We want to position Michelin not just as a performance brand that only aims at excellence. But also as a brand that allows anyone to live their dreams as a racer.