PIRELLI Care™ is a revolution in the world of tyres: a solution that allows you to enjoy worry-free mobility with a subscription to personalised, digital services.
We presented a completely new experience in the tyre industry, promoting it with a dedicated brand, a recognisable tone of voice and an iconic treatment. 'This changes everything. Even the tyres’ is not just the claim, it is the new disruptive approach of PIRELLI Care™ that leverages the benefit of such a smart service: carefreeness.
Each advert is an icon of simplicity and smartness, with illustrations inspired by those that made history in the first half of the 20th century.
The campaign lives on in various communication streams.
Two commercials were produced for national TV in 15‘’ and 30‘’ formats, which tell of a ‘carefree’ tyre change because it is finally just a click away.
Online, the campaign came to life in digital formats such as banners and ad hoc content for the social media of Pirelli and well-known influencers. We also took PIRELLI Care™ to the city with special outdoor displays in Milan (Duomo, Brera, Corso Garibaldi and Piazza Gae Aulenti) and in Rome at the Terme di Caracalla.
