To launch the new P Zero, Pirelli produced a film exclusively for the Internet starring Uma Thurman: Mission Zero. To communicate the film, Pirelli asked for an action film to be developed, to draw the attention to the site, and consequently to the film.

A promotional kit containing a personalized mouse and mouse pad were sent to Pirelli’s major clients, inviting them to access the site www.pirellifilm.com and view the film.

Not only did the promotional kit attract the attention of the Pirelli clients, but they also attracted spontaneous media in blogs and websites, considerably increasing the number of hits, turning the Mission Zero film into a huge success with the public.