CONSUMER/TECH CAMPAIGN: Sat navs save the day on Michelin treasure hunt

ViaMichelin is the division of the famous French travel outfit Michelin Group that specialises in sat nav devices, route plans and tourist information.

Campaign: Treasure Hunt
Client: ViaMichelin
PR team: Bite Communications
Timescale: June - August 2007
Budget: £30,000

For the launch of the X-980T sat nav model, agency Bite staged a treasure hunt for journalists to give them first-hand experience of using it.

Objectives
To position ViaMichelin as a trusted brand. To reinforce the Michelin brand and its motoring heritage.

Strategy and plan
Journalists were enticed on the hunt by traditional parchment paper scrolls inviting them to meet at a Michelin-starred French restaurant in Kensington.

Despite it being the hottest day of the summer, all 16 journalists attended.

They were taken to a briefing at former Michelin Group HQ Michelin House in Fulham.

Journalists then boarded a customised ViaMichelin bus for a guided tour of Kensington.

At the end of the tour, the hacks were split into four teams and provided with car keys, a clipboard of clues, a digital camera and a X-980T.

The challenge was to drive around London on a 'treasure hunt' in a fleet of eco-friendly hybrid cars. Each team was set seven tasks that involved using the X-980T to locate specific destinations.

Eventually every team arrived at The House, a Michelin-starred pub in Knightsbridge. The winning team was awarded with a bottle of champagne and an X-980T each.

Measurement and evaluation
The launch generated 25 pieces of coverage from media that had not previously considered the brand, such as News of the World, The People and PDA Essentials.

Results
ViaMichelin saw a 38 per cent increase in media coverage on the same period last year, in addition to a big improvement in the tone and volume of coverage on the range of sat nav devices.

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