Michelin, WW leader in tyre production wanted to create interest in high performance tyres, the Pilot range and generate store traffic. The agency was asked to recommend alternative ways to reach the desired target, men aged between 30-60 years old, with medium/high level lifestyle and owners of high range cars, BMW, Audi, Mercedes, Jaguar and Alfa Romeo. The brief was to devise an attractive incentive, which would persuade prospective customers to exchange current tyres with the Michelin high range tyres.

The contact strategy was through a direct mailing piece, and two direct response ads with Porsche and CartaSi (credit card company). The mechanism across all three was identical. Prospective customers were invited to book an appointment with their nearest Michelin tyre dealer in order to view the Pilot range. On purchase of two Pilot tyres the customer could redeem a gift of the Michelin agenda, exclusively created to communicate a distinctive product, by sending proof of purchase on a coupon stamped by the dealer. In addition to this, customers were also invited to participate in a prize draw to win a long weekend in London with a dinner at the exclusive Bibendum restaurant.

Of the three activities carried out to promote the offer, the direct mailing piece was the most successful with a response rate of plus 5%. We can assume that this was more successful as the actual creativity was more distinctive than the direct response ads.