Pirelli wins Pixel Award for Highway Zero Digital Campaign
New York, March 24, 2016
Pirelli has won the ‘People’s Champ’ award category in the 2016 Pixel Awards for its Highway Zero digital campaign, a consumer platform launched last year to promote the new P Zero™ All Season Plus tire.
Established in 2006, Pixel Awards is a leading international awards program that honors exceptional design and technology across 21 categories, with the goal of inspiring and advancing the digital advertising industry.
Created by Engine Digital and 6S Marketing together with Pirelli, Highway Zero is a state of the art micro-site featuring three uniquely crafted ‘Road-trip’ style videos. Users can interact with each road-trip, where the featured cars are equipped with PZero™ All Season Plus tires to navigate various conditions (mixed, dry and snowy), therefore showcasing the tire’s ultra-high performance and all-season benefits. Featuring a sleek design and interactivity, the site offers the ability to toggle seamlessly between different camera angles enabling the viewer to watch the tires perform from a 360 perspective. Real-time driving speed and other performance metrics are also displayed to enhance the experience.
“Highway Zero was a landmark campaign for Pirelli, and we’re thrilled it’s been recognized at the 2016 Pixel Awards with a People’s Champ award. This is the first time we created a consumer facing video series within the US, drawing on the nation’s most renowned driving locations to showcase our new P Zero™ All Season Plus product, developed specifically for this market. Given our tires and company DNA is all about cutting edge technology driving performance at the highest level, we wanted the site to reflect this through its technological features and be a pioneer in the advertising/digital space as well. This award shows people responded to the entertaining, interactive content and tools of Highway Zero…and we look forward to building on this engagement in the future,” said Rafael Navarro, Senior VP of Media Relations, Motorsport & Prestige Activation for Pirelli Tire North America.
At the time of award entry, the Pirelli Highway Zero campaign received 173,000 visits and 111,219 unique visitors overall. Other key results include 1 million impressions via video media; 40,000 Twitter engagements and 90,000 Facebook engagements. Social influencer content also received nearly 8,000 engagements on non-Pirelli channels.
The site content included the thee road trip videos – ‘Mixed Conditions’ in San Francisco Bay, ‘Dry Conditions’ in Palm Springs and ‘Snowy Conditions’ in Lake Tahoe – as well as a dealer locator and P Zero™ All Season Plus tire fitment information. Site visitors were also encouraged to enter the ‘Ultimate Roadtrip’ sweepstakes by pinning their favorite route on the map when the site launched, with prizes including P Zero™ All Season Plus tires and a trip for two to Palm Springs.
6S Marketing’s Media Director, Richard Bergen said:
“The social influencer part of the project was managed by our New York office where our media buying and social media team focussed on attracting users through innovative digital tactics. For example, we sent popular auto-enthusiast Instagrammers sets of Pirelli tires to put on their cars. They then photographed Pirelli tires on their cars and shared those photos to their social media channels where their hundreds of thousands of fans and followers could engage.”
The campaign was supported by digital advertising and print media campaigns, utilizing the ‘Any Weather, Zero Compromise’ tagline and imagery of the P Zero™ All Season Plus as a barometer.
Read more details on the performance of the #HighwayZero campaign the in Pirelli Highway Zero case study.
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