Pirelli promotes new P Zero tires in campaign

April 2, 2015

Pirelli Tire North America has launched HighwayZero.Pirelli.com, a consumer platform to promote the new P Zero All Season Plus tire.

On the site, HighwayZero.Pirelli.com, users can interact with three Highway Zero ‘Roadtrip’ videos in cars equipped with P Zero All Season Plus tires. 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 road trip launching in April demonstrates the tires’ handling in
mixed conditions, set against the shoreline of San Francisco Bay. The remaining two trips will be released in May – ‘Dry Conditions’ in Box Canyon, Palm Springs; and ‘Snowy Conditions’ in Emerald Bay, Lake Tahoe.

The site also provides users with information on the nearest dealerships, P Zero All Season Plus tire fitments on their car and the ‘Ultimate Roadtrip’ sweepstakes launching 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 – by pinning their favorite route on the map.

“Highway Zero is an exciting campaign for us," says Rafael Navarro, vice president of communications and motorsports for Pirelli NAFTA. "It marks the first time we have created a consumer facing video series within the U.S. 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.

“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. It reflects our focus on innovation and increasing growth in North America where we are committed to providing localized products and campaigns."

The campaign is being supported by digital advertising and print media campaigns, with 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-July and print advertisements will run in Q2 and Q3.