Posted on March 01, 2016

Michelin and FIA’s "Beyond the Driving Test" campaign wins big at SABRE Awards Ceremony


On Feb. 16, Michelin North America and the Fédération Internationale de l'Automobile won two prestigious communication awards at the 2016 Innovation SABRE Awards in San Francisco for the "Beyond the Driving Test" campaign that is focused on educating new drivers about the importance of tire safety

  • Creation of Persuasive Content
  • Social Good + Public Service
  • Brand Content + Creativity: Digital Video
  • Best Use of Innovative Channels: Consumer

Michelin and FIA won the category of Brand Content + Creativity: Digital Video. The "Beyond the Driving Test" teen YouTube influencer series starring Jack & Jack, Alexis Zall and Brent Rivera was recognized as being the best digital video content campaign. To date, the Teen YouTube Influencer Tire Safety series has been viewed over 1.4 million times.

The biggest award of the evening came as part of the ceremony's "Best in Show" awards. "Beyond the Driving Test" won third overall and was named the #3 Top PR Campaign out of hundreds of entries and finalists.

FIA President Jean Todt said: “I was delighted to learn that the 'Beyond the Driving Test' campaign, initiated by our trusted partner Michelin as part of FIA Action for Road Safety, has received such prestigious prizes. I am convinced  the campaign managed to communicate key safety messages to teenagers, and I am confident that they will become aware of the importance of paying attention to their tires and they will also become better drivers.”   

"These two awards are outstanding honors," said Claire Dorland-Clauzel, Executive Committee Member, Michelin and member of the advisory group of the FIA High Level Panel for Road Safety. "I'm very proud of the communications team for creating this important campaign and for the creative work they've done in digital to support teen road safety."

Michelin has been a Global Partner of the FIA Action for Road Safety campaign since 2011 and has launched and participated in various safety campaigns, including projects in China, Brazil and Thailand. In 2014, Michelin and FIA launched a joint campaign in the United States with the goal of educating teenagers and their parents about the importance of tire safety. In addition, they have embarked on a journey to get all 50 states to include comprehensive tire safety information into their driver's education curricula by the year 2020.

Find out more on: beyondthedrivingtest.com  

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About Michelin North America

Michelin, the leading mobility company, is working with tires, around tires and beyond tires to enable Motion for Life. Dedicated to enhancing its clients’ mobility and sustainability, Michelin designs and distributes the most suitable tires, services and solutions for its customers’ needs. Michelin provides digital services, maps and guides to help enrich trips and travels and make them unique experiences. Bringing its expertise to new markets, the company is investing in high-technology materials, 3D printing and hydrogen, to serve a wide variety of industries — from aerospace to biotech. Headquartered in Greenville, South Carolina, Michelin North America has approximately 22,500 employees and operates 34 production facilities in the United States and Canada. (michelinman.com