Case Study: Michelin boosts windshield wiper sales and safety awareness with Tattoo Projects

Michelin boosts wiper safety awareness with Tattoo Projects in 4 years

The customer Michelin faced a challenge with low awareness and declining sales of its windshield wiper blades, despite being a highly trusted tire brand. They hired the vendor Tattoo Projects to elevate the wipers to the same status of safety and quality as their tires.

Tattoo Projects developed an integrated strategy that included the "Hugs" TV campaign, a world-record Pan-American race to prove durability, and targeted digital ads on The Weather Channel app. The vendor also created impactful tradeshow exhibits for Michelin. This approach successfully associated the wiper blades with safety, resulting in the highest-scoring TV spot in Michelin's history and a key insight that drivers will pay a premium for proven safety.

Michelin