A key part of the brand’s distribution strategy is the supply of premium tyres to luxury and prestige vehicles at the point of production. Known as an Original Equipment Manufacturer (OEM), Pirelli is the tyre originally fitted to many of the world’s leading car marques when they leave the factory. To that end, Pirelli needed a way to communicate with an audience (prestige car buyers), that used their product but who didn’t choose the brand to begin with. The objective was to engage with this very influential user group so that when the time came to replace tyres, drivers would be inclined to stick with Pirelli.

Also, because technical and product innovation progressed at such pace within the business, it was important to keep staff and key stakeholders up to date with latest developments.

Both audiences, for different reasons, are incredibly ‘time poor.’ All messaging must be seen to be specific to each group - to gain attention - be enjoyable to consume as well as informative.

Pirelli brand voice, messaging and visual identity must be consistent to both internal and external audiences.

All communications must align with the global brand positioning of ‘power is nothing without control.’

We designed and produced the P Zero Magazine - a bespoke, bi-annual publication with a controlled circulation that covers prestige car buyers, UK employees as well as Pirelli Performance Centres; run by franchisees across the country.

Editorial featured heavily on controlled content from within the company including previews of new products, interviews with F1 partners and drivers and a unique peak behind the scenes at the production of the famous Pirelli calendar. ‘Club P Zero’ was also created as an exclusive club - open to readers to join as part of their subscription to the magazine - which provides special offers and competitions unique to members.