Title	THE MICHELIN CROSS-CLIMATE EXPERIENCE
Brand	MICHELIN
Product/Service	TYRE
Category	C02. Microsites
Entrant Company	TBWA\PARIS, FRANCE
Advertising Agency	TBWA\PARIS, FRANCE
Advertising Agency 2	DAN PARIS Boulogne-Billancourt, FRANCE

Name	Company	Position
Philippe Simonet	Tbwa\paris	Vice President
Nathalie Huni	Dan Paris	Executive Creative Director
Benjamin Laugel	Dan Paris	Executive Creative Director
Katrine Jo Madsen	Dan Paris	Executive Creative Director
Susanna Kunnos	Tbwa\paris	Client Services Director
Quiterie Barreau	Tbwa\paris	Account Director
Mathilde Seboul	Tbwa\paris	Account Manager
Mickaël Dauphinot	Dan Paris	Head Of Production
Julien Dassonval	Tbwa\paris	Senior Producer
Souleymane Sangaré	Tbwa\paris	Senior Producer

Creative Execution

Collaborating with meteorologists from Météo-France, we developed a real-time weather interface simulating how an actual sky works. The user grabs the sky and plays with the elements to create the desired weather, which launches videos comparing CrossClimate to an opponent tyre, fighting the elements on the road. Realistic WebGL animation and immersive 3D audio effects adds depth to the visitor’s experience. Combining a completely new visual treatment with the latest technical developments and high level of details, the experience is playful yet serious - tied it to reality as well as a topic as important as safety on the road.

The site recorded almost a million visits the first month, with an average time spent of 5:30 minutes. To date, cumulatively over 9 markets, people have been taking the control of the weather for more than 14 months in total and the website has made a positive impression on Michelin's target audience… As 13,8% of them actually clicked on the pre-order functionality!

Answering drivers' needs and habits has always been Michelin's primary commitment. The new CrossClimate is its latest innovative expression: it is the first-ever tyre to keep control over the weather, no matter what kind. Being the first tyre able to cope with any weather condition, our objective was to re-assert the brand's leadership in innovation, combined with an ambitious business goal: selling 4 million tyres in two years. And because the tyre wouldn't be launched until two months after the reveal, we had to find a way to prove its superiority towards an audience that requires tangible facts when it is about their own and their loved ones' safety. So, we literally gave users the power over the weather, enabling them to virtually test the tyre against any weather condition of their choice. Making the customers craft their very own product demo and experience the CrossClimate unique performance by themselves.