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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Dream Driving Across China with TBWA Shanghai & Michelin

19/03/2014
Advertising Agency
New York, USA
132
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Drivers invited to share their favourite journeys across the Middle Kingdom

TBWA's Digital Arts Network (DAN) Shanghai recently launched the 'Dream Driving' digital campaign for Michelin, inspiring consumers to explore their ultimate driving experience, share their dream driving route via social media, and have chance to fulfill their dream.
The campaign, which aims to engage Michelin's premium audiences, rolls out across a brand website (www.dreamdriving.com.cn), Weibo and key mobile platforms (PPTV, Pcauto, Autohome, and iWeekly).
A customized, experiential questionnaire allows Michelin fans to explore their own extraordinary driving experiences across a number of landscapes including Tibet, Hangzhou, Shanghai, Xian, Yunnan and the Sichuan province. Two lucky winners who garner the most support via social media will be equipped to hit the road and live their 'Dream Driving' experience.
“This campaign is laying new ground for Michelin," commented Muriel Lechaczynski, TBWA\Shanghai's Brand Team Leader. "We're not selling tires, we're providing car lovers an opportunity to interact with the brand and share a mutual interest for exceptional driving experiences. We are thrilled that Michelin has entrusted DAN Shanghai with this digital brand platform."
To inspire drivers, Chef Cai Hao (weibo@好酒好菜), owner of the renowned Guangzhou restaurant, Howard’s Gourmet, and Mr. Wang Yu Xi (weibo@王家玉玺), a famous car photographer, both share their ultimate driving experiences via two digital-based films, which can be seen via the brand website.
DAN Shanghai cooperated with various media and digital platforms to engage with fans and generate content and traffic organically.
Nearly a dozen automotive thought leaders took part in the campaign by commenting and writing articles on five of China's most popular automotive websites to encourage people to explore the Michelin 'Dream Driving' experience.
Pascal Roche, Head of Marketing at Michelin, added, "The 'Dream Driving' campaign illustrates the exceptional performance of Michelin tires in everyday life through real life stories of people who are passionate about driving. This is an important way for Michelin to directly interact with our audience and continuously improve our customers' driving experience with Michelin products."
Michelin's 'Dream Driving' campaign runs until April 2.

Watch the 'Control' film below and check out 'Precision' here.

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