Apollo Tyres has commenced a comprehensive pan-European out-of-home (OOH) marketing drive for its all-new Vredestein Ultrac Pro ultra-ultra-high-performance summer tyre. The campaign kicked off with a spectacular 3D-effect animated display on the iconic Piccadilly Lights advertising board at Piccadilly Circus in London, UK, highlighting the tyre’s unique performance and comfort attributes.

Visible to onlookers 24 hours per day, the animation will include periodic takeovers of the entire digital Piccadilly Circus billboard, which is the largest digital advertising display in Europe.

The campaign will also be activated this month through 3D digital and static OOH installations in major cities across Europe, including Amsterdam, Antwerp, Barcelona, Milan, Munich, Paris and Vienna. These strategic placements, which include a 146-metre-long display alongside a motorway between Amsterdam and Utrecht, have been devised to maximise brand visibility and engage new and existing customers. The campaign has been devised by the in-house marketing team at Apollo Tyres, supported by Essence Mediacom.

Apollo Tyres has stepped up its marketing efforts for its Vredestein passenger car tyre brand over recent years, notably through sponsorship of major sporting events. The company is a long-standing sponsor of Manchester United Football Club and the iconic Mille Miglia endurance race, and it recently became a senior sponsor of the FIS Alpine Ski World Cup.

The Vredestein flagship Ultrac Pro delivers an unrivalled balance of advanced handling capabilities and superior driving comfort, and is suitable for sportscars, supercars and high-performance saloons, hatchbacks and SUVs.

Nicolas Lescastreyres, Marketing Director – Europe at Apollo Tyres commented: “This dynamic and immersive virtual billboard campaign epitomises our dedication to innovation, and also signals our ambitions in Europe for this ground-breaking new tyre.”

For more information on the Ultrac Pro visit: https://www.vredestein.co.uk/car-suv-tyres/products/1973-ULTRAC-PRO/