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Mr. Edouard Michelin tragic loss

The fourth-generation leader of French tire company Michelin SA ,Mr. Edouard Michelin 43-year-old, has passed away last June in a tragic boating accident Edouard Michelin. This was considered a big loss for the family as well as the industry.

Why settle for no. 2 ?

Mantrac and Michelin joined forces and carried out an aggressive marketing campaign to re-establish Michelin’s leading position in the Egyptian market. They finally settled on a creative concept that focused on the factors that distinguish Michelin tire as a first class product such as durability, safety and top control. The aggressive campaign theme “Why settle for no. 2?” which helped positioning the Michelin brand and products as No. 1 was conveyed to the target audience through a carefully designed media plan that included press advertisements & editorials, outdoor billboards and radio spots on the most popular radio channels.

Michelin light truck tire is well protected against shocks, daily use, constraints, high resistance to tread damage, Economic and carries very high loads safely and comfortably. It guarantees performance, durability, resistance and comfort.


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