Michelin and FIA’s "Beyond the Driving Test" campaign wins big at SABRE Awards Ceremony

Earlier this week, FIA and Michelin North America won two prestigious communication awards at the 2016 Innovation SABRE Awards in San Francisco for the "Beyond the Driving Test" campaign that is focused on educating teenagers about the importance of tyre safety

The Innovation SABRE Awards celebrate the rise of content, digital engagement and analytics as it applies to communication and publications. Out of hundreds of entries, the judges selected 200 finalists in 55 categories. The campaign was a finalist in four categories:

  • Creation of Persuasive Content
  • Social Good + Public Service
  • Brand Content + Creativity: Digital Video
  • Best Use of Innovative Channels: Consumer

Michelin and FIA won the category of Brand Content + Creativity: Digital Video. The "Beyond the Driving Test" teen YouTube influencer series starring Jack & Jack, Alexis Zall and Brent Rivera was recognized as being the best digital video content campaign. To date, the Teen YouTube Influencer Tyre Safety series has been viewed over 1.4 million times.

The biggest award of the evening came as part of the ceremony's "Best in Show" awards. "Beyond the Driving Test" won third overall and was named the #3 Top PR Campaign out of hundreds of entries and finalists.

FIA President Jean Todt said: “I was delighted to learn that the “Beyond the Driving Test” campaign, initiated by our trusted partner Michelin as part of FIA Action for Road Safety, has received such prestigious prizes. I am convinced  the campaign managed to communicate key safety message to teenagers, and I am confident that they will become aware of the importance of paying  attention to their tyres and they will also become better drivers.”   

"These two awards are outstanding honors," said Claire Dorland-Clauzel, Executive Committee Member, Michelin and member of the advisory group of the FIA High Level Panel for Road Safety. "I'm very proud of the communications team for creating this important campaign and for the creative work they've done in digital to support teen road safety."

Michelin has been a Global Partner of the FIA Action for Road Safety campaign since 2011 and has launched and participated in various safety campaigns, including projects in China,  Brazil and Thailand. In 2014 Michelin and FIA launched a joint campaign in the United States with the goal of educating teenagers and their parents about the importance of tyre safety. In addition, they have embarked on a journey to get all 50 states to include comprehensive tyre safety information into their driver's education curricula by the year 2020.

Find out more on: beyondthedrivingtest.com