The second phase of the UK element of Michelin’s global marketing campaign to highlight its premium tyres has begun to roll out.

Using a mix of TV, giant billboards, online and an interactive game, the campaign, featuring the Michelin Man, highlights the improved  safety and braking distance that new Michelin tyres provides, and the improved safety of their use through the retention of the message ‘The right tyre changes everything’.

New features added to this element of the campaign include a microsite featuring road safety tips, and an interactive game based around braking distance. `

The first campaign, released in March, saw the introduction of a newly animated Michelin Man, and highlighted the fuel efficiency of using Michelin tyres.

The campaign has once again been created by TBWA\Chiat\Day New York.