Michelin

Michelin, a global leader in the tire manufacturing industry, entrusted us with a communication project aimed at raising public awareness about the importance of tire wear for safe driving.

The "Check&Go" tour traveled across Italy, from north to south, in three different formats shopping centers, highway service stations and outlets, promoting a stronger culture of road safety.

The Check&Go Tour gave thousands of drivers the opportunity to receive a free tire inspection service, using innovative laser technology capable of analyzing tread wear. MyGlass, a project partner, also provided a complimentary anti-rain treatment.

The tour visited 20 shopping malls across Italy over 30 event days during the spring, conducting around 1.000 tests and collecting over 1.500 leads. Following the initial success, the roadshow continued at highway service stations and then at outlets, reaching a total audience of more than 138.000 people.

In addition to organizing the tour, we developed a communication plan to promote each stop of the Check&Go Tour. The strategy included social media posts and teaser videos, a presentation video shared on Michelin’s official channels, and content for geolocated advertising. Some stops featured professional Instagrammers who shared photos and live videos to document their experience at the tour in real time.