To achieve our objective, we needed a “branded-entertainment” to be held in the center of the communication. With this, we needed to achieve the right metaphor explaining the difference between the tyre brands. We thus chose to revive a legendary TV programme, “Walk to Canossa”. This show was famous for explaining the Japanese consumer trend, utilizing historical events in a sarcastic metaphor. We made a through-the-line communication flow, starting with PR tactics utilizing bloggers prior to broadcast, then the actual broadcast, leading to a micro-site spinout movie that focused on the Michelin side of the story.

The show’s revival had noticeable impact. The press release was picked up by various portals such as Yahoo!, and also many bloggers, even prior to broadcast.The show was broadcasted on Friday, from 1:15AM to 1:45AM where it received the highest rating at that midnight time of 2.7%.The show was rated so highly that other stations broadcasted the show independently, exposing it to new areas beyond our initial plan.As result, the consciousness toward tyres increased by 247% for those who were exposed to the content.