CAMPAIGN

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Road trip

Storytelling

Continental Tyres are renowned across the globe for the quality and sophistication of their German engineering. This is a company with a passion for progress and a clear purpose; to enhance road safety without compromising performance, driving comfort or pleasure, whatever the road condition. Continental operate at the premium end of an extremely competitive market. Central to this market is a fragmented network of 700 dealers who provide the end link to the consumer. Tyres are often a distress purchase, with buyers having little brand awareness and relying on dealer recommendation.

Story Doing For All

Research had shown that the target audience were more excited about the journey and driving experience than the product itself, so we developed a campaign to capitalise on the British love for driving and bring an emotive element to a typically low involvement purchase. The Continental Road Trip promotion put their German engineering to the test, by offering a free stay in one of 200 luxury hotels, along 12 of the most breathtaking and challenging road trips in the UK and Ireland. But the campaign didn’t stop there – We also created a website with details of the road trips and the hotels, so customers could get the best out of their new tyres and the reward.

“Continental Tyres can handle the toughest of road conditions, making driving far more enjoyable and safe”

Story Sharing

Naturally we didn’t just leave it to the tyre fitters to sell our Road Trip concept to their customers. To create a much more powerful and engaging campaign, we spread the word with a series of radio commercials that poetically described selected road trip routes. The call to action leading the listeners to our dedicated website continentalroadtrip.com And it goes without saying that news of the promotion made its way onto social media.

“Creating an open guide to the 12 most breath-taking road trips opened the campaign up to a much wider audience.“

Story Success

For the campaign to really work well, Continental needed 70% of dealerships to buy into the promotion. As it happens, the compelling nature of this campaign resulted in 95% of dealers signing up, despite many having prior commitments with other brands. To say this campaign was a success is an understatement. Tyre sales exceeded all expectations, with the engagement rate more than double the target. Interestingly, 43% of redemptions came from women. (To put this in context, this figure for Continental is normally around 20%, so the campaign produced a 115% increase in female engagement with the brand.) AWARDS: Institute of Promotional Marketing (IPM) Awards: Best automotive appliance & electronics – Gold award European IMC Awards: Best Automotive Promotion – Bronze

“Tyre sales increased 25% above target and 25% above the same period in the previous year”

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