Case Summary
The Pirelli Winter Drive & Learn Program was developed as a premium experiential training initiative designed to educate Costco Automotive Service Counter Sales Technicians about Pirelli’s brand heritage, product quality, and winter tire technology. Set against the stunning backdrop of the Laurentian Mountains at the luxury Esterel Resort, this immersive program combined high-level hospitality, hands-on driving experiences, and an engaging educational framework to ensure participants confidently recommended Pirelli winter tires to Costco customers.
Through a carefully curated environment, attendees were continuously exposed to Pirelli-branded touch points, interactive learning modules, and dynamic driving tests, comparing Pirelli’s performance against leading competitor brands. The event culminated in an incentive-based knowledge retention exercise, reinforcing learning outcomes and increasing engagement.
Client Aspirations
Pirelli Canada sought to achieve the following key goals through this initiative:
Educate Costco sales staff on the Pirelli brand heritage, technology, and winter tire advantages, enabling them to make confident recommendations.
Create a lasting impression by providing a luxury, high-energy experience that strengthened brand affinity.
Demonstrate product superiority through head-to-head competitive driving modules, allowing participants to experience Pirelli’s performance firsthand.
Drive measurable sales growth in Costco stores by equipping sales teams with technical knowledge and brand loyalty.
Solutions Deployed
The Pirelli Winter Drive & Learn Program was executed as a multi-day immersive training event with a structured, engaging approach:
Luxury Hospitality & Brand Immersion
Hosted at the 5-star Esterel Resort, providing a premium environment to reinforce Pirelli’s brand identity.
High-end dining experiences and curated brand spaces to create a seamless luxury atmosphere.
Technical Education & Knowledge Retention
A dedicated classroom session covering Pirelli’s heritage, product technology, and competitive advantages.
Continuous exposure to branded educational materials across all touchpoints.
Gamified knowledge retention: Participants were quizzed on acquired knowledge throughout the event, earning poker chips redeemable for prizes such as iPads and premium goods.
Dynamic Winter Driving Experience
Hands-on tire performance testing at Meca Glisse, a specialized winter driving facility.
Multi-drive modules featuring Pirelli tires tested against competitor brands on various vehicles, from entry-level models to high-performance luxury imports.
Hot lap experience with a national and FIA World Rally Champion, providing a high-adrenaline demonstration of Pirelli’s extreme performance capabilities.
Success Stories & Market Impact
Enhanced Sales Knowledge & Confidence
Participants gained in-depth technical knowledge of Pirelli products, leading to improved customer recommendations.
The immersive experience reinforced brand loyalty, ensuring Costco sales teams became strong advocates for Pirelli winter tires.
Proven Competitive Product Performance
Direct, hands-on product comparisons validated Pirelli’s superior performance, strengthening retailer trust in the brand.
Driving exercises allowed participants to feel the difference in handling, braking, and overall control between Pirelli and competitor products.
Increased Sales & Market Impact
The event directly contributed to one of the best sales years for Pirelli winter tires in Costco stores.
Costco service counters reported a measurable increase in Pirelli product recommendations, leading to higher conversion rates.
Transformative Results
The Pirelli Winter Drive & Learn Program was a highly successful brand education initiative that merged luxury hospitality, technical training, and real-world product experience into a compelling learning environment. By strategically combining education, engagement, and incentives, the program equipped Costco sales staff with the knowledge and confidence to drive Pirelli’s market share forward, proving the effectiveness of immersive brand training in retail sales environments.
