Fifth largest operator in the world in the tyre sector for sales, Pirelli is leader in the high range segments with high technological content. Founded in 1872, Pirelli Tyre is now present in four continents, operating in more than 160 countries with 20 factories.
Pirelli is distinguished for its long industrial tradition, which has always been combined with capacity for innovation, product quality and brand strength. A strength which, since 2002, has also been based on the fashion and high-tech project of PZero, the value of which has been further recognised by the Formula 1TM, for which Pirelli Tyre is the exclusive supplier for the three-year term 2011-2013.
Pirelli Official Tyre Supplier to the 2011/2013 F1 Championship
Pirelli is officially back in F1 as the only new supplier for the world championship. The legendary PZero tyres will be back on the single-seater F1s after 20 years, thereby taking the Italian brand to the Olympus of international automobiles.
Pirelli worked to ensure peak performance and top entertainment in Formula 1TM.
A team of specialists developed PZero Formula 1TM tyres to meet the demands of teams, organisers and FIA rules. High-performing PZero Formula One will therefore star in the great Circus spectacle thanks to Pirelli’s capacity to develop tyres through technically-advanced solutions.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
What Pirelli is asking you is to unleash your creativity and design the livery of one F1 Pirelli showcar that Pirelli will use during its events all around Europe starting with the new F1 season.
The graphical style used must be unique and distinctive while in line with Pirelli’s positioning and values.
Pirelli has created a blog called “Pitline” (www.pirellipitline.com) where we would like all of you to share your own designs so that everybody in the world could appreciate your creativity and not only the BootB users.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
- 80% Men – 20% Women 25 to 45 yo
- Formula 1TM followers
- Automotive enthusiasts
- Motorsport fans
- Journalists, opinion leaders, bloggers and communities of the automotive world
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
The message that we would like the livery to tell is that Pirelli means high quality and high technology tyres which are ground-breaking also in terms of safety. The claim “Power is nothing without control” is the essence of Pirelli’s products and actions: high performance, research and innovation, combined with responsibility and safety.
Related to F1, Pirelli is willing to be perceived as the “Official Emotion Supplier”, a concept that will be part of all Pirelli F1 communication in 2011.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
The new Formula OneTM agreement 2011-13 crowns Pirelli’s historic involvement in world motorsport, which dates back to 1907 when the Italian tyres company won the epic Paris-Peking road race.
Pirelli currently exclusively supplies some of the most important World Championships for both cars and bikes, such as the GP3 series, the World Rally Championship, the Rolex Sports Car Series in North America, the World Superbike Championship. On top of this, Pirelli also supplies more than 70 other national and international championships.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
Pirelli is:
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Innovative,
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Provocative,
-
Controversial,
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International
Pirelli product main features are:
- High performance
- Driving pleasure
- Safety
- Environmental conciousness
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
The winning design will be realized on our showcar and will be shown in many corporate and not corporate events all around Europe, it will be seen and experienced by end users, business partners, international media and press.
will give public visibility to whom wants to show his/her design during this pitch.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
A very well done graphical presentation of the proposal is very much welcome. For the competition stage we accept proposals only in the format of our attachments. The winner could then be asked to provide her/his job using other professional formats. If you want to use for your design the Pirelli logo please use the one attached respecting the proportions and the area of isolation (see instructions enclosed).
For further info please visit our dedicated blog: www.pirellipitline.com
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
