Graymatter/Michelin Stop Thirsty Tyres

Michelin's Stop Thirsty Tyres campaign, which aimed to help hauliers reduce their fuel bills through a programme of better tyre management, and has since won the 'Best use of creative' award at the B2B Marketing Awards. Stop Thirsty Tyres was launched in May 2005 and was promoted across the industry for 18 months using PR, radio, advertising, viral marketing and a dedicated website (www.stopthirstytyres.com). The creative focused on a series of unique graphics depicting a truck tyre drinking from a fuel nozzle and captioned 'have your tyres got a thirst for diesel?' We created an interactive game to demonstrate this, with consistent branding across different digital delivery methods.

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