MICHELIN: VIRTUAL REALITY STATION

We simulated the power of Michelin's tyres via a VR headset with this innovative POS.

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OBJECTIVES

Drive purchase of Michelin tyres with a unique, innovative POS. Using technology to showcase Michelin tyres, the objective was to create a genuine connection with consumers and ultimately encourage them to buy Michelin tyres.   

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SOLUTIONS

We came up with a first-class digital solution to meet Michelin's needs using Virtual Reality. Consumers took their place in a racing seat, put on a VR headset and were treated to a virtual drive simulating the experience of using Michelin tyres. The content introduced the Michelin Sport Tyre Series, offering consumers the choice of three different 'High Performance' sport tyres and an exhilarating VR lap with a professional rally driver.

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RESULTS

Activation live in 3 countries in Europe: Germany, Austria and Switzerland.

75 Virtual Reality stations and counting.