Customize products to create Customers loyalty: Pirelli Tyres

Pirelli & C. SpA is a diverse multinational company based in Milan, Italy. The company, the world’s fifth largest tyre manufacturer, is present in over 160 countries, has 20 manufacturing sites around the world and a network of around 10,000 distributors and retailers.

Power is nothing without control is the well known slogan of Pirelli Tyre Company, and is featured in numerous television and print advertisements.
Pirelli's activities are still primarily focused on the production of tyres and cables (for energy and telecommunications).
In 2005, Pirelli sold its cable division to Goldman Sachs, which changed the new group's name to Prysmian.

During Christmas period they launched a very interesting initiative that powered their brand, increase customer loyalty , sales and profitability.

They created a special kit to customize motorbike tyres. Consumers could buy through web site, at a quite good value price (€ 150=90% profit) the kit to make unique their motorbike tyres.

They are able to personalize motorbike tyres with their name, only initial of name or  a small picture...

The skit could be used only with Pirelli tyres: customers loyalty, brand awarness and huge profits were got with this innovative campaign.

I think this initiative should be considered Innovative as Pirelli sell something different from technology, power, outstanding performance , that represent its core business; they sell something for life-style and differentiation of people.