"La differenza si sente" (“The difference is hearable”): this is the claim of the national coverage campaign created by Studio Marani with the photos taken by...
The Michelin Group, which is one of the main players in the automotive sector, especially known for the production and the consequent sale of tyres, brings its brand Out of Home for the first time thanks to IGPDecaux and the potentiality of the exterior transit advertising.
For the campaign, on air in October and November in the cities of Milan, Turin and Florence, Michelin chose the entirely decorated vehicles (Full-Wrap), able to ensure a powerful visual impact reaching a wide audience. Creativity is the key element of the fully wrapped vehicles which catches the attention of passers-by covering all the places crossed by both the vehicular and the pedestrian traffic. The Out of Home media, and the exterior transit advertising particularly, represents a powerful ally in the communication strategies of the brands, ensuring a high number of contacts whithin a relevant frequency of exposure.
The choice of IGPDecaux and the Out of Home also meets the values of the brand: with IGPDecaux, the Michelin Group believes in sustainability and efficiency as fundamental principles of the mobility, and the aim of offering through its products useful services to the the citizens.