Vredestein - Ultrac Pro

The Ultrac Pro summer tyre marked a pivotal moment for Vredestein, as it was the first ultra-high-performance summer tyre the brand had launched in over a decade. Developed in collaboration with Italdesign, the Ultrac Pro represented a fusion of cutting-edge technology, comfort, and performance. Its advanced design showcased the perfect balance of elegance and power, making it a standout product in the competitive tyre market.

The campaign needed to emphasize the Ultrac Pro's dual nature: its sleek, sophisticated design (the face of a beauty) and its unparalleled performance, agility, and strength (the heart of a beast). To resonate across Europe, the campaign required a bold, immersive approach that would captivate audiences and position Vredestein as a pioneer in tyre technology.

Key insights driving the campaign included:

Consumer Appeal: Drivers seeking premium tyres value both aesthetics and performance. They want a product that enhances their vehicle's style while delivering exceptional handling and safety.

Innovation as a Differentiator: With the Ultrac Pro's unique features—such as its advanced tread pattern and innovative materials—Vredestein had an opportunity to highlight its leadership in tyre technology.

The campaign was a multi-faceted, pan-European initiative that spanned creative development, media execution, and immersive experiences. At its core was the transformation of the Ultrac Pro tyre into a sleek and powerful panther, a visual metaphor that brought the product's key characteristics to life.

Creative Development:
A stunning digital motion creative was produced to showcase the Ultrac Pro. The tyre was depicted spinning on a conveyor belt, with its distinctive design and advanced features highlighted. In a mesmerizing transformation, the tyre morphed into a panther, symbolizing the power, agility, and beauty of the product. This creative asset became the cornerstone of the campaign.

Immersive Media Execution:
To amplify the impact of the creative, the campaign leveraged Ocean Outdoor’s DeepScreen 3D illusion technology. This cutting-edge technology allowed the panther to leap out of digital screens in city centers and retail locations across eight European countries. The immersive experience captivated passersby, while effectively communicating the Ultrac Pro’s unique value proposition.

Pan-European Rollout:
The campaign was executed across multiple channels and markets, ensuring consistent messaging and maximum reach. Key components included:

• Digital Out-of-Home (DOOH): The DeepScreen activations served as the centerpiece of the campaign, drawing attention in high-traffic urban areas.

• Social Media & Digital Advertising: The panther transformation video was adapted for social platforms, driving engagement and reinforcing the brand's innovative image.

• Retail Integration: The campaign extended to retail locations, where high-end pitbox displays showcased the Ultrac Pro and educated consumers about its features.

The Vredestein Ultrac Pro campaign delivered impressive results, solidifying the brand's position as a leader in ultra-high-performance tyres. While specific metrics are not to be shared, the campaign's success can be inferred from the following outcomes:

• Brand Awareness: The striking visual of the panther leaping out of screens captured the attention of millions across Europe, significantly increasing brand visibility and recognition.

• Sales Impact: The campaign effectively communicated the Ultrac Pro's unique value proposition, driving interest and conversions among performance tyre buyers.

• Industry Recognition: The innovative use of 3D illusion technology and the creative storytelling approach positioned Vredestein as a forward-thinking and design-driven brand.