Michelin – Boosting Tyre Sales with a Movie Ticket & Cashback Consumer Campaign

Case Studies Consumer Goods
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ABOUT THE BRAND

Michelin is one of the world’s most respected tyre brands, known for safety, durability, and innovation. In India, tyre purchases are infrequent and highly functional, making it challenging to influence customer preference at the retail counter.

CAMPAIGN OVERVIEW

To offer added value without discounting its premium positioning, Michelin launched a dual-reward engagement campaign, giving customers:

Movie Tickets + Cashback
with qualifying tyre purchases across partner dealerships.

The idea was to make a functional purchase feel rewarding and emotionally appealing.

THE CHALLENGE

Tyres are not bought on impulse. Customers usually weigh:

  • Price
  • Durability
  • Brand trust
  • Dealer recommendation

Michelin needed a program that:

  • Gave buyers a reason to choose Michelin over lower-priced options
  • Offered an emotional uplift at the point of decision
  • Increased dealership footfall
  • Provided instant gratification without lowering product margins

The reward structure had to work across diverse cities and buyer profiles.

REWARDPORT SOLUTION

RewardPort designed a dual incentive model combining experiential and monetary value.

Key Elements of the Solution

  • CineRewardz movie vouchers delivered digitally
  • Cashback rewards credited instantly through RewardPort’s system
  • Simple claim process supported by in-store promoters
  • Backend verification and fulfilment handled seamlessly
  • End-to-end support enabling smooth nationwide execution

The combination of movie tickets + cashback helped buyers justify a high-value purchase.

WAY OF EXECUTION

RewardPort ensured that both dealerships and consumers experienced a smooth flow:

  • Upon tyre purchase, customers received unique reward codes
  • Codes were validated digitally for movie ticket and cashback eligibility
  • CineRewardz enabled instant movie voucher redemption
  • Cashback was processed quickly to maximise satisfaction
  • Dealerships received promotional support and POS material
  • RewardPort managed tracking, fulfilment, and customer queries

The entire system was designed for quick redemption and zero hassle.

RESULTS & IMPACT

The 60-day campaign delivered strong, measurable outcomes:

  • 7,500+ movie vouchers distributed nationwide
  • Noticeable increase in tyre sales and store conversions
  • Higher dealership footfall as customers came looking for the offer
  • Improved brand perception thanks to the value-added experience
  • Stronger buyer preference for Michelin despite higher-category pricing

The reward-led approach proved that even in long purchase-cycle categories, emotional incentives can shift decisions.

7,500+ Movie Vouchers
Issued

Increase in Retail Sales
Nationwide

Higher Dealership
Footfall

Abbott India Ltd

Challenge: Managing end-to-end incentive program for distributors efficiently.

Solution:

  1. RewardPort registered addresses and email ids of all distributors by getting a form filled with their company seal & signature and digitizing it
  2. Created reward catalogue for 5 slabs with 4 gift options in each slab category
  3. Deployed an account manager and operations resource for timely MIS & escalation management
  4. Created a full-proof reward delivery system eliminating pilferage of gifts and theft/misuse by parties
  5. Created periodic schemes for retailers- free recharge on billing of Digene products

Program mechanics: We receive a data file from Abbott team with address and gift option details of the qualified distributors every month. Tangible gifts are dispatched directly on the addresses and e-vouchers are emailed on their registered email id.