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 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.