Communication for the mobility of tomorrow

Michelin Challenge Bibendum // Berlin

A commis­sion with a futur­istic perspec­tive: After winning the pitch, OSK took over respon­si­bility for commu­ni­ca­tion during the 11th Michelin Chal­lenge Bibendum. In 2011 the world’s most impor­tant forum for sustain­able and reli­able mobility took place for the first time in Berlin. The task was to prepare ...

A commis­sion with a futur­istic perspec­tive: After winning the pitch, OSK took over respon­si­bility for commu­ni­ca­tion during the 11th Michelin Chal­lenge Bibendum. In 2011 the world’s most impor­tant forum for sustain­able and reli­able mobility took place for the first time in Berlin. The task was to prepare busi­ness customers, research insti­tu­tions, politi­cians, the media and the public for this event and to provide them with exten­sive infor­ma­tion. The aim was to relate the prod­ucts, services and commit­ment of Michelin in the field of “green and safe mobility” in a corre­sponding way.

OSK succeeded in doing this with a campaign lasting over a year in which the various measures and chan­nels were intel­li­gently networked and followed their own dramaturgy. The core elements of this compre­hen­sive approach to commu­ni­ca­tion included inten­sive press and PR work, effec­tive and well-targeted social-media activ­i­ties in addi­tion to a variety of live and Public Affairs measures.

The high­light was the plan­ning, orga­ni­za­tion and imple­men­ta­tion of commu­ni­ca­tion during the five-day Michelin Chal­lenge Bibendum, which was held mainly on the site of Berlin’s former Tempelhof Airport and partly on decen­tral­ized loca­tions around the capital. In order to be thor­oughly able to commu­ni­cate the exciting contents and results, the agency from Cologne relied on an effi­cient and sophis­ti­cated content-marketing concept. The OSK team - including the PR, TV and online editors, social-media experts, photog­ra­phers, direc­tors, camera crews and motion designers - researched, system­atized and presented all the infor­ma­tion on this great event around the clock and on virtu­ally all the chan­nels.

The result: with a total of some 500 contri­bu­tions and arti­cles in print and online media coupled with a corre­sponding echo on the social-media web, this cross-media and content-driven approach exceeded all expec­ta­tions in respect of both quan­tity and quality.

Read more...
View slideshowView slideshow
Print pagePrint page
Full sizeFull size
CloseClose
Oliver Schrott Kommunikation
CloseClose