The Stop Thirsty Tyres campaign was launched in May 2005 and has been promoted industry wide through a variety of mediums.

Helen Tattersall, Michelin’s U.K. head of marketing for truck and earthmover tyres, explains the thinking behind the campaign.

“With the U.K. suffering from the highest fuel prices in Europe and fuel representing 30% of a typical haulier’s operating costs, the Stop Thirsty Tyres campaign was designed to raise awareness of the link between fuel consumption and tyre rolling resistance.  It also emphasised that tyre management and correct tyre choice can help our customers save fuel.”

Research conducted on more than 100 hauliers, pre and post campaign revealed that 98 per cent of respondents had seen the campaign and associated it with Michelin, and 65 per cent said they checked their tyres more frequently.

Michelin took first prize ahead of Sony’s campaign for its Vaio range of laptops.