Founded in 1872 and listed on the Milan Stock Exchange since 1922, PIRELLI is one of the world’s major tyre manufacturers (6.018 billion euros turnover in 2014). Specialised in premium-segment products, the Italian company distinguishes itself with the manufacturing of top-of-the-range and high-performance tyres featuring the most advanced technologies.
In 2011, PIRELLI returned to Formula 1, becoming an essential player in motorsport, able to provide high-end technologies to improve driving sensations on track. Pirelli wanted to communicate around that know-how with all motorsport fans owning a GT. In order to do so the brand relied on the establishing of a community event: the P Zero Experience.
In order to meet PIRELLI’s request, we suggested to organise an event similar to trackdays and taking place on the most beautiful French and European circuits. We were the first to give participants an opportunity to drive their own car on these tracks.
In order to insist on the community aspect of the event, many advantages were offered to owners entering a GT fitted with the brand’s tyres. The idea was to enhance their sense of belonging to PIRELLI community. Finally, to complete the event, experts allowed all participants to test the brand’s latest products on GTs specially equipped for the event.