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
