Pirelli Prestige and Premium consumer CRM programme design and delivery

Not all tyres are the same…but not everyone knows that. As one of the leading manufacturers of performance tyres globally, Pirelli is one of the most exciting and respected names on the road and track. The WAA Chosen automotive team has worked with teams in the UK and across Europe to deliver campaigns that leveraged brand values, performance heritage and global sponsorship properties to drive sales across tyre categories.

Our promotional expertise has been utilised to develop brand partnership opportunities with the likes of GoPro to deploy integrated shopper campaigns in Northern Europe, from creative to media-strategy, deployment, and fulfilment.

We have also been challenged by Pirelli to design and deliver a customer engagement strategy for prestige and premium segments in the UK, with the business needing to re-engage with these audiences that may have previously considered Pirelli but had more recently been courted by other brands.

A new CRM strategy and customer data acquisition plan was developed that utilised ‘money-can’t-buy’ experiences, appealing to an audience not driven by discounting, but rather by privileged access to bespoke VIP events. Messaging was expertly tailored to encourage sharing and engagement, creating a network of peers that also signed up to a sustainable community of genuine influencers. This thorough data-cleanse, combined with impactful creative and a robust Microsoft Dynamics delivery platform ensured that every penny invested yielded a significant return.

By establishing a detailed understanding of the segment and using tailored and bespoke messaging, WAA Chosen’s work on the prestige and premium segments became the benchmark CRM approach for the Pirelli business regionally.