Pirelli’s current communication strategy lays particular emphasis on the partnership with major premium segment car manufacturers, in order to highlight the Italian company’s technological superiority in developing bespoke tyres specially designed to enhance the driving performance of the vehicle. The logo on the sidewall of the tyre confirms this sophisticated joint effort.
Using the headline “Engineered to excite”, the summer campaignshows a blue iris in the centre of which the logos of Pirelli’s car manufacturer partners alternate. A fully integrated strategy enabled Pirelli to meet the objective of maintaining the maximum consistency at all points of contact with the consumer. The campaign will be rolled out on TV, press, outdoor, digital and below the line advertising and it will be on air throughout Europe starting in the spring; in Germany, Russia, Turkey and Romania a 15-second spot will be broadcast. Mercedes, Audi, Volkswagen, Jaguar and Land Rover are the big names who will be sharing the limelight with Pirelli.