Make us famous - but no ads please

In 1995 Palmer Hargreaves were approached by Continental Tyres to 'make them famous' - but without the budget for TV advertising.
Agency:Author: Not credited

Make us famous - but no ads please

By understanding the trade and the consumer, and the relationship between them, Palmer Hargreaves developed a campaign to create brand awareness in a market known for its lack of interest or knowledge.

By positioning Continental Tyres as being 'good - because they're German'. Palmer Hargreaves helped to move Continental Tyres from a virtual unknown, to the UK 'Premier League', in under 2 years.

Introduction

Planning helped to identify a very clear opportunity and position for Continental Tyres within what must be described as a mature, but very...

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