The Attention Deficit

Legacy players dominate the North American all-terrain tire market. Pirelli, renowned for performance-driven technology, knew breaking in would take more than just another launch. It needed a movement. The new Scorpion XTM isn’t just another all-terrain tire; it’s an expression of independence, power, and adventure. The challenge? Create a rallying cry that helps connect with adrenaline-fueled, triumph-seeking drivers who take pride in their gear, crave status, and seek boldness to carve their own path.

Creating Engagement

Enter <strong>“Make Your Mark”,</strong> a visually stunning campaign designed to position the Scorpion XTM as more than an accessory—it’s a symbol of defiance, confidence, and extreme performance. The campaign kicked off with hero content that showcased the tire’s ability to conquer extreme terrains, from snow-covered mountain trails to unforgiving desert landscapes. Over three months, a social media blitz launched content with cryptic teasers, dramatic product reveals, and dynamic storytelling across all social platforms. <br><br>Influencers will play a pivotal role, bringing authenticity and credibility to the campaign. We carefully curated a roster of off-road adventurers and performance enthusiasts that will take the Scorpion XTM into the wild and create high-engagement content that resonates with aspirational and hardcore off-roaders alike. The resulting content will help further tap into the ambitious mindset of adventure seekers who don't just drive—they conquer.