Michelin cuts through marketing fog with contextual advertising

Michelin, together with Pylon, their wiper blade licensee in North America, are the first global company to use AccuWeather’s exclusive, contextually relevant, mobile integration suite to connect with their target audience.

AccuWeather, the global leader in weather information and digital media, has just launched its new context-based mobile advertising package to effectively reach consumers on the go and give greater campaign view-ability, engagement, and contextual relevancy to clients.

The Michelin Man will pop up across AccuWeather’s mobile platforms in a new campaign that will appeal to consumers on-the-go through their location data. It targets consumers in the US in locations that are currently experiencing snow and rain, with imagery that matches the forecast and presents Michelin wiper blades to them in a time of need. The campaign also highlights the importance of safety and the need to have working wiper blades at all times.

The ad links through to a dedicated section of the MLL website where they can learn which Michelin wiper blades will work for their vehicle and for signs that it may be time to change their blades:

https://us.michelin-lifestyle.com/en/promotions/wiper-blades#find-wiper-blades

For now this microsite is only available in the US but we are working with Pylon to extend it to other countries during 2017.

A similar campaign has also been trialled on Waze, the world’s largest community-based navigation app which delivers pop up images of the Michelin Man holding wiper blades based on real time weather in your area, then drives consumers to their nearest retailer to purchase the product.

We think this is an excellent example of innovative mobile marketing which brings value from a new audience to the Michelin brand.

FACT: in 2016 we sold 12 million wiper blades through Pylon in the US. It’s our top selling product!