Pirelli Tire North America has launched a major multimedia North American consumer advertising campaign supporting its recently released P Zero All Season Plus tire.
As part of the ad campaign, Pirelli launched highwayzero.pirelli.com, a new consumer platform.
The site features a sleek design and gamification features that enable users to interact with three Highway Zero ‘Roadtrip’ videos in cars equipped with P Zero All Season Plus tires, according to Pirelli. Each video showcases the tire’s ultra high performance and all-season capabilities in mixed, dry and snowy conditions respectively. Users can toggle between different camera angles to see each road trip from a 360 perspective, including the tires, speed and other car performance metrics.
The first Roadtrip video will launch in April and will be set on the shoreline of San Francisco Bay.
“Highway Zero is an exciting campaign for us, as it marks the first time we have created a consumer facing video series within the U.S.,” Rafael Navarro, vice president of communications and motorsports for Pirelli NAFTA, said. “We have utilized the nation’s most picturesque and challenging driving locations to showcase the capabilities of the new P Zero All Season Plus – one that we developed specifically for this market.”
In May, Pirelli will release the remaining two Roadtrip videos, utilizing Box Canyon near Palm Springs, Calif., to showcase the tire’s dry conditions handling and Emerald Bay State Park in California to showcase the tire’s snowy conditions handling.
“The travelogues highlight the product features and benefits in an entertaining, interactive way for consumers, where they can easily see from different angles how the tires perform in varied conditions they may encounter on their next road trip,” Navarro said.
Highwayzero.pirelli.com also provides users with information on the nearest tire dealerships, P Zero All Season Plus tire fitments and the ‘Ultimate Roadtrip’ sweepstakes, launching on April 16, where consumers can enter for the chance to win one of three sets of P Zero All Season Plus tires, or a trip for two to Palm Springs.
The campaign is being supported by digital advertising and print media campaigns, with creative focused on the tagline ‘Any Weather, Zero Compromise’ and imagery of the P Zero All Season Plus as a barometer, highlighting its core benefit of all-season, ultra high performance capability. Digital advertising will run from March to July, and print advertisements will run in Q2 and Q3 2015.
