The idea of having two sets of tyres, one for summer and one for winter, is a bit of a gobsmack for Australian drivers. So we’ve included the statement made by Jean-Dominique Senart, chief executive officer and managing general partner at Michelin, when he launched the Michelin CrossClimate tyre, to fill in the gaps (forgive the translation):
The new Michelin CrossClimate tyre fuses summer & winter technologies together in one single tyre.
“Caution, do not confuse this tyre with ‘all season’ that mark all its competitors. These models make compromises and their performance is significantly lower than summer tyres on dry braking, lifetime, and energy efficiency. I would not dare disturb you for the launch of such a tyre. Michelin has launched a market segment….This tyre works was tested at -30 degree temperatures and 40 degrees.”
A whole new tyre category needed something more than a standard launch campaign, Michelin decided.
“Something more” is Media Monks specialty. So, Michelin’s agency, TBWA\Paris & DAN Paris, called on the creative digital production studio to create a virtual 3D (webGL) world in which drivers could modify the weather conditions to test the tyre in any weather condition.
They worked with professional meteorologists to model the approach of weather fronts and incorporated a completely new visual treatment with the latest technical developments, to make the Michelin CrossClimate Experience highly intuitive and immersive with maximum detail & dynamics.
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