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Saatchi & Saatchi X appointed by Pirelli

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By The Drum Team, Editorial

December 2, 2011 | 2 min read

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.’

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