EssenceMediacom and Vredestein launch summer tyre in pan-EU campaign

Vredestein introduces the Ultrac Pro summer tyre, driven by the slogan ‘The New Ultrac Pro: The face of beauty, the heart of a beast’. On behalf of Vredestein, EssenceMediacom (part of GroupM), in collaboration with StudioM - GroupM Creatives, launched a pan-European campaign last week to introduce the Vredestein Ultrac Pro summer tyre.

To introduce the Ultrac Pro tyre with impact, EssenceMediacom chose the 3D screen Piccadilly Lights in London as the starting point. Here, a 3D illusion was created of the Ultrac Pro tyre transforming into a powerful panther. The 3D video was translated into 70 different assets to roll out the campaign in eight European countries. By collaborating with automotive parties in different markets and hyperlocal media deployment, the Ultrac Pro's message, ‘The face of beauty, the heart of a beast’, is reinforced.

Silvan Reinders, senior client manager at EssenceMediacom, says: ‘What is special about this campaign is that in a very short period of time, we created a campaign that was activated in 8 European countries with a mix of Digital out of home, Social, Online video and Display advertising. The focus of the campaign is on strategically chosen high-impact DOOH screens with a large reach to maximise impact.’

All creations (including 3D) were developed by StudioM specialists in collaboration with Artbox.

Ton Coppus, Manager Marketing Communications Vredestein Europe: ‘This impressive acquisition on the Piccadilly Lights 3D screen shows our commitment to innovation and fits perfectly with our ambitions to launch the new innovative Ultrac Pro tyre in Europe with a big bang.’