To communicate the summer offer of Pirelli tyres - a tyre free with three; the Dubai-based Praxis Advertising was given the creative mandate to design the communication strategy for the project.

The promotion was to run across Pirelli's entire dealer network in Abu Dhabi & Al Ain from July 20 to September 20, 2012.

In the integrated communication strategy for the campaign, a Mall Roadshow was also suggested by Praxis Advertising since it garners maximum eyeballs and allows for optimum customer engagement. 

To start with, Praxis identified Marina Mall in Abu Dhabi for the Roadshow. Next, it conceptualized, designed and fabricated an innovative kiosk for the roadshow that had a life-like F1 car in the centre.

The idea was to let people come to the kiosk and get their pictures clicked, as if standing next to a real F1 car.

Those pictures then could be shared with the Pirelli's official Abu Dhabi page (www.facebook.com/PirelliAbuDhabi).

To man the kiosk and communicate the offer to customers, promoters were shortlisted and oriented. They were handed the collaterals to distribute along with free key-chains of Pirelli. The roadshow ran successfully from 25th July for a week until 31st July 2012.

Apart from the roadshow, the campaign encompasses use of other strategic medias to supplement the summer promotion. 

Praxis is an independent creative and strategy corner headquartered in Dubai that follows a 'No flash, no flamboyance but planned & practical approach to the client's marketing problems' policy. The spectrum of services it provides include integrated communication, events, brand identity, packaging, publishing, research & feasibility and loyalty & CRM. They can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it.  

The distributors of the Pirelli brand in Abu Dhabi is Zafco, the leading importer & exporter of automotive tyres, batteries and lubricants to over 800 customers in 85 countries.