Client Pirelli Tyre Spa
Location Itinerant, Puglia
Typology of the project and activity International product launch - Automotive towards press and dealers - Strategic Planning - Coordination, Management and Production - Organizing Office and Press Office - Partnership and comarketing management
Objectives
- The Pirelli Cinturato P1 is one of the latest innovations in the urban city car and small/medium cubic capacity saloon segment. It is the fourth tyre in the 'green performance' family, with particular attention paid to the tyre's long wear capability and fuel saving. The main objective indicated by Pirelli was to design an innovative format compared to previous new product launches. ('Not just an ordinary one'), evolving the various key elements of the event: the road tour and test of the product, a question and answer session and relations with guests.
- The various key messages describing the event and the new product - safety, premium technology, driving experience - must each be integrated, creating opportunities of infotainment and direct involvement of the guests with a view to maximising effectiveness.
- In qualitative terms: after the launch, preference of Pirelli's dealers also in this market segment; greater attention and quality of the space reserved for journalists at Pirelli P1 in respect of competitors.
Strategic guidelines
The event had to make the messages and content live in an authoritative, exhaustive, amusing and surprising manner.
The solution developed by the MAC Group together with the client maximised these four characteristics in each moment of the experience offered to the guests, proposing solutions that were not ordinary with a mix of 'not ordinary' contributions at the levels of technology, interaction, informative manner and relations.
A theme was developed for the three day experience - the Eco Trophy - which permitted the maximisation of attention, participation and active involvement of every guest: the classic laps of a tyre test circuit were replaced by a competition that saw the participants measure their capabilities in 'eco-sustainable' driving, at the same time trying out the characteristics of the new tyre between performance, safety in the wet, containment of noise and low rolling resistance.
Action
The MAC Group, therefore, organised a 14-day launch programme, directed towards a total of 600 participants from all over Europe, with 12 three-day sessions for each one, involving 50 guests per session.
The first reception and welcome day included an informative and ralations warm-up. The second day's experience took place over 130 kilometres of the Eco Trophy route, in which reduced consumption driving ability met with three special tests devoted to other characteristics of the new P1: wet grip (safety), handling of the run flat version in the case of a puncture (premium technology) and noise (driving experience). The guests were divided into crews one of which received an award for the points scored in tests at the technological islands and the lowest fuel consumption.
The day concluded with a plenary meeting held by Pirelli representatives and experts, marked by a high degree of interaction with the public, in part due to the technological innovation designed by the MAC Group for the contributions of speakers.
The whole event was also distinguished by an effective and 'not ordinary' use of new technology, like touch screen and interactive software. The road book given to participants with which to follow the route was loaded onto a latest generation information tablet, which integrated in real time with its user: during the drive audio-visual messages relative to the product being launched alternated with descriptive tourist information on the areas being visited.
The numbers
- 12 consecutive sessions of three days each
- 50 people per session
- 20 people involved in setting up
- 30 members of staff
- Over 1,500 km covered in the total of 12 sessions
