Michelin · 2022

Michelin Product Launch Live Event

Client: Michelin
Market: United Arab Emirates
Agency: Facto
Expertise: Brand strategy Integrated campaigns Content production Film production Influencer marketing Media buying Social media
Sector: Automotive and transport
Year: 2022

To support the launch of six new Michelin tires, Blue Lions created a virtual live event in four Middle Eastern countries where fans could experience the new products. Blue Lions hosted an online live event on various platforms that was supported by influencers, Michelin spokespeople and technicians. The live stream was a mix of pre-recorded elements from a professional studio and live comments from influencers and spokespeople who joined live from their homes.

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In detail

How we worked for Michelin

Expertise involved

Brand strategy
Positioning, brand platform and identity adapted to each market.
Integrated campaigns
One strong idea, deployed across TV, outdoor, radio, digital and on the ground.
Content production
Photo, video, motion and social formats produced locally.
Film production
TV commercials, brand films and digital films: 500 films produced.
Influencer marketing
Local creators, artists and ambassadors working for brands.
Media buying
Digital, TV, radio and outdoor: planning and buying at the right price.
Social media
Strategy, community management and content for Facebook, Instagram, TikTok, LinkedIn.

The market

United Arab Emirates

Facto Middle East, based in Dubai (JLT), is SouthNext Group's agency in the United Arab Emirates. Its work includes supporting Michelin for the launch of the Michelin Guide in the UAE and at the Diriyah Formula E Grand Prix.

Our teams in this market

The agency

Facto Middle East

Facto Middle East is SouthNext Group's agency in Dubai. It leads campaigns for international brands in the United Arab Emirates, Saudi Arabia and the Gulf, as well as pan-African assignments.

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