Recent years have seen Pirelli face stiff competition from a number of Nordic brands who have made significant headway into Russia’s premium winter tyre market. Our challenge was to take back share by boosting sales of Pirelli’s ‘prestige performance’ winter tyre range.
Following extensive research into the motivations of the Russian market, a promotional strategy was developed, underpinned by three established core principles:
There was an opportunity to leverage the brand’s sponsorship of the 2016 Ice Hockey World Championships. Our ‘Control Every Moment’ headline made the perfect connection between the precision and performance of world-class ice hockey with the outstanding reliability of Pirelli’s premium winter tyres.
As the campaign has only recently launched, results are not in yet. All of the activation is geared towards increasing awareness of Pirelli’s premium tyres range and growing incremental sales.
Leveraging a global sports property to activate a promotion that would be compelling to a discerning and highly brand-conscious audience. Then add: identifying, liaising and managing the steps necessary in dealing with an array of long-distance, international partners.