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.