Step 1. Michelin desperately needed to move away from RTB-based messaging and strengthen its emotional connection with the consumer, and what could be more emotional than the happiest moment in a teenager’s life? The day they get their first car.
Step 2. Flip it around and show the same bittersweet moment from the parents' POV through a TVC for the brand campaign.
Step 3: Thank social media users for sharing their #FirstCarMoment with us (almost 3,000 pieces of UGC).