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work

Going Green — Michelin at IAA Mobility

client:
Michelin
region:
EMEA
  • Build66
  • Campaigns10
  • Concept Design97
  • EMEA58
  • Exhibitions & Tradeshows35
  • Mobility51
  • Sustainable solutions10
  • Build66
  • Campaigns10
  • Concept Design97
  • EMEA58
  • Exhibitions & Tradeshows35
  • Mobility51
  • Sustainable solutions10

Introduction

What will move us next?

This was the question posed by the IAA in Munich 2021.

For our client Michelin, this was not only an occasion to present their vision of a green future, but to present a world-first innovation in the field of sustainable mobility. It was also an opportunity to become an active participant in the trade fair itself.

The Challenge

Michelin and its Bibendum, also known as Michelin Man, are known throughout the world, and the company is known primarily as a classic tyre manufacturer. But Michelin is more than that. The company's expertise goes far beyond tyre production and includes forward-looking research and innovation in the areas of sustainability, and sustainable mobility. The Michelin Uptis is a tyre made of recycled plastic.

Instead of a pure sales-orientated product presentation, the company´s goal here was to communicate its direction towards a green future.

What We Did

Uniplan understood its client’s vision and created a concept which showcased the unique feature of the Uptis in an unusual way but also generated awareness for the brand and its sustainability strategy. The result was an interactive brand presence that attracted attention beyond the venue of the IAA and a participatory brand experience, one which showed Michelin as it is: innovative and committed in this field.

How We Delivered

A well-rounded event

With the presentation, we succeeded in creating three key elements with several touchpoints for consumers and customers.

We made sure to work sustainably, instead of just talking about it. We designed a Clean & Collect campaign in which employees in a total of six teams collected trash in parks ​by the Isar river and in green areas and squares in Munich. The campaign was accompanied by a Michelin Man, who encouraged people to join in with the event. Bicycles were used to transport bags of garbage along the Blue Lane to Michelin’s open space booth at Königsplatz. Collected together, it highlighted the problem of pollution.

As a second part of concept, we built an open-spaced booth on the IAA grounds, which welcomed visitors with an eight-meter-high Michelin Man. They had the opportunity to learn how to turn plastic waste into tyres with the Regen Lab, and to relax and rest.

To complete the company´s campaign, Michelin’s Uptis was not only presented as a model at the open space booth, but also used for test drives on the road as proof of concept. This was a world premiere on German streets.

The Key Facts

Project: Michelin IAA 2021

Mission: to create an innovative and engaging presentation for Michelin and its sustainability strategy

Solution: a three-part concept: the Clean & Collect campaign, an open-spaced booth with several special events and the world premiere of the Michelin Uptis on German streets

Result: an interactive 360° event, which highlighted Michelin as innovative, sustainable brand

The Numbers

6 Clean & Collect teams

8 metre high Michelin Man

110 pieces of press coverage

PR-Value over 1 Mio €

More than 24 Million potential recipients reached

Our presentation at IAA was another excellent opportunity for us to take a new direction for the Brand Michelin. With Uniplan, we decided to focus more on a B2C concept with which we complete our previous B2B strategy.
— Florian Pitzinger, Vice President Communications and Brands Europe North, Michelin
This Michelin concept offers an incredible range of brand experience. In the truest sense, it has become a well-rounded event.
— Jens Anlauf-Miura, Creative Director, Uniplan

This project has not only convinced our customers and us, but also the juries of global awards. 

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