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作为世界500强企业，米其林集团一直是全球轮胎科技与创新的领导者。自1988年进入中国市场后，米其林已在华设立四家工厂与一个R&D中心。
此次整合传播战役是为米其林Primacy SUV旅悦轮胎上市所创作。该款轮胎专为SUV车型设计，主要面向那些注重驾驶安全的年轻中国家庭。
挑战：此次传播的挑战，是将非常技术化的轮胎技术亮点以更生动有效的方式传递给那些渴望保护家人安全的目标受众。无论干湿地路面，旅悦轮胎在刹车及过弯抓地性能上都有着出色的表现。
解决方案：“LET’S GO DAD”现在出发 —— 以一个小男孩的视角展现了他对看世界的渴望，在这次传播中我们能听到小男孩一路鼓励他的爸爸，无论旅途中有哪些阻碍爸爸都能一一克服，并给予爸爸信心去迈出第一步。这个传播概念将产品的技术亮点与年轻家庭为孩子展现世界的诉求紧紧结合在一起，最后也以“多一米安全，美一刻回忆”强调了本次传播的主旨。
“LET’S GO DAD”现在出发 —— 在2015年8月11日正式上线并在付费媒体、米其林自有社交媒体等渠道进行传播，一支投放在优酷上的视频广告也引导受众前往活动网站及手机互动网站。
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