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"If we just leave CProject to get on with the job, we can rely on their common sense and initiative to do it and that on completion, we can see from their paperwork not only that we will be paying what we expected but how that figure was reached. The success of a project can be attributed to 50% creativity and 50% implementation. An idea might be brilliant but if it can't be developed and implemented in time and to budget, then what is the point of it? CProject have an ability to make things implementable."

Neil Booker, Pirelli Tyres

 

 

 

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Case Studies

Pirelli Tyres

Club management and database development

The client:
One of the world’s top tyre manufacturers.

The issues:
Develop and build brand loyalty amongst two of its key audiences – high performance car owners and motorbike owners. It needed to communicate directly with these audiences and offer something back in return.

The solution:
Development of a membership-driven club for the two sectors. Car owners receive Team Pirelli newsletter and motorbike owners Team Moto newsletter, featuring motoring news, general interest, competitions and premium tyre choice advice. Supported by bi-monthly ‘ezines’ and letter mailings. CProject sources all the benefits for the club members on behalf of Pirelli.

• 2 x 6-page newsletters for different sectors, mailed twice yearly
• Bi-monthly ezines with club information on special offers and benefits for members, plus a direct link to the ‘members only’ section of the Pirelli website, where further value-added services can be obtained

Business advantage:
The direct marketing recruitment campaign supports Pirelli’s membership growth targets and the resulting sector-specific databases provide Pirelli with a real marketing edge. As CProject manages all the projects, this allows Pirelli to concentrate on other business areas.