Check your wipers day comes to Mexico

Following the success of “National Check Your Wipers Day” in the US last year, a national wiper blade campaign was also launched in Mexico in April and will run through to August, the key weather season in Mexico.

To support the campaign, Michelin registered “National Check Your Wipers Day” on May 16, which will occur annually to remind drivers of the importance of checking their wiper blades for clear visibility.

According to a recent study 92% of drivers agree that poor wiper blades can affect their driving ability, however 90% don’t plan the time to check them and 55% don’t know how to check them.

The campaign consists of a “Did you Check It” social media campaign, engagement of influencers, targeted sponsored ads, digital billboards, national radio, digital search and press releases.

The humorous campaign is based on the concept of creating a connection in consumers’ minds between something they have to remember on a daily basis, to the important but neglected task of checking their windshield wipers.

The result, a relatable, funny and frequent scenario that connects to consumers and drives recall of the Michelin brand and its wipers by placing them at the centre of automatic daily reminders, like turning off the oven. The objective being that you will never again ask yourself if you turned off the oven without thinking about checking your wipers.

In the opening 2 months, the campaign generated 15.4 million impressions and 120k visits to the MLL website.