Saatchi & Saatchi X appointed by Pirelli
Shopper marketing specialist Saatchi & Saatchi X has been appointed to handle the accounts for Italian motorcycle brand Pirelli and its German subsidiary Metzeler. The agency designed a campaign based on in-store activities to bring the brands and products closer to the consumers in store.
These in-store measures are based on the NEI approach: they draw the shopper’s attention to the product in the 'Navigation zone', inform in the 'Education zone' and inspire to buy the product in the ‘Inspire zone’. Saatchi & Saatchi X has also developed new display concepts which are tailored for the two separate brands and make them tangible for motorcyclists.
In addition to the Pirelli and Metzeler brands as a whole, the campaign particularly focuses on Pirelli’s Diablo sport tyre range and Metzeler’s Interact technology.
Uwe Geyer, Director of Trade & Consumer Marketing at Pirelli said:
“Ultimately, it was the innovative ideas, the sound technical understanding and the specific market insights offered by the agency which convinced us to work with Saatchi & Saatchi X.’