Shortlisted 2018AUTOMOTIVE BrandMICHELINLead AgencyWAVEMAKERContributing CompanyLICHTHOF GMBH MICHELIN DRIVESTYLE SEASON 02The Challenge Tires! Yeah ... who cares. Almost nobody. Tires are low involvement products with long purchase cycles. The WAVEMAKER mission: increase Michelin’s brand preference. And make Michelin visible in the passive purchase phase, when nobody's interested in product information. Michelin has taken the backseat in terms of [...]
Shortlisted 2017TRAVEL & TURISM BrandAIRBNBLead AgencySTARCOMContributing CompanyTBWACHIATDAY LA, FINCH, NCM, DCM, VAL MORGANLIVE THERE SPLIT-NARRATIVE CINEMAThe Challenge Airbnb is the antithesis of mass tourism, allowing travelers to live like locals in another place. In the USA, Brazil, Mexico, UK, Germany, France, Australia, China and India we needed to build brand awareness and bring the brand benefit of [...]
Shortlisted 2017MEDIA & ENTERTAINMENT BrandMICHELINLead AgencyMEC GLOBALContributing CompanyMSN/AOLMICHELIN'S CAR CONNECTIONS - CONTENT & ENGAGEMENT PLATFORMThe Challenge Michelin tyres are a leading tyre brand across the globe, however in the ‘performance’ category the brand has low awareness among the consumers. Furthermore, the consumers that purchase ‘performance’ tyres are a niche group, who are tough to please and [...]
Shortlisted 2017AUTOMOTIVE BrandMICHELINLead AgencyMEC GLOBALContributing CompanyMSN/AOLMICHELIN'S CAR CONNECTIONS - CONTENT & ENGAGEMENT PLATFORMThe Challenge Michelin tyres are a leading tyre brand across the globe, however in the ‘performance’ category the brand has low awareness among the consumers. Furthermore, the consumers that purchase ‘performance’ tyres are a niche group, who are tough to please and don’t use [...]