Pirelli's Highway Zero Campaign Wins Award
Pirelli Tire North America has won the ‘People’s Champ’ award category in the 2016 Pixel Awards for its Highway Zero digital campaign, a consumer platform launched last year to promote the new P Zero All Season Plus tire.
Created by Engine Digital and 6S Marketing together with Pirelli, Highway Zero is a micro-site featuring three ‘Road trip’ style videos. Users can interact with each road trip, where the featured cars are equipped with P Zero All Season Plus tires to navigate various conditions (mixed, dry and snowy), therefore showcasing the tire’s ultra-high performance and all-season benefits. Featuring a sleek design and interactivity, the site offers the ability to toggle seamlessly between different camera angles enabling the viewer to watch the tires perform from a 360-degree perspective.
“Highway Zero was a landmark campaign for Pirelli, and we’re thrilled it’s been recognized at the 2016 Pixel Awards with a People’s Champ award," says Rafael Navarro, senior vice president of media relations, motorsport and prestige activation for Pirelli. "This is the first time we created a consumer facing video series within the U.S., drawing on the nation’s most renowned driving locations to showcase our new P Zero All Season Plus product, developed specifically for this market.
"Given our tires and company DNA is all about cutting edge technology driving performance at the highest level, we wanted the site to reflect this through its technological features and be a pioneer in the advertising/digital space as well. This award shows people responded to the entertaining, interactive content and tools of Highway Zero…and we look forward to building on this engagement in the future.”
View the site here.
At the time of award entry, the Pirelli Highway Zero campaign received 173,000 visits and 111,219 unique visitors overall. Other key results include 1 million impressions via video media; 40,000 Twitter engagements and 90,000 Facebook engagements. Social influencer content also received nearly 8,000 engagements on non-Pirelli channels.
The site content included the three road trip videos - ‘Mixed Conditions’ in San Francisco Bay, ‘Dry Conditions’ in Palm Springs and ‘Snowy Conditions’ in Lake Tahoe – as well as a dealer locator and P Zero All Season Plus tire fitment information. Site visitors also were encouraged to enter the ‘Ultimate Roadtrip’ sweepstakes by pinning their favorite route on the map when the site launched, with prizes including P Zero All Season Plus tires and a trip for two to Palm Springs.
The campaign was supported by digital advertising and print media campaigns, utilizing the ‘Any Weather, Zero Compromise’ tagline and imagery of the P Zero All Season Plus as a barometer.
Established in 2006, Pixel Awards is a leading international awards program that honors exceptional design and technology across 21 categories, with the goal of inspiring and advancing the digital advertising industry.