Continental Tyres: Road Trip

This case study describes how Continental, a tyre manufacturer, increased sales of tyres and engagement in the United Kingdom through a promotional offer.

Road Trip

Campaign details

Brand: Continental TyresAgency: TLC MarketingCountry: United Kingdom

Background

Continental operate in an extremely competitive market providing premium tires to a traditionally male audience. Central to the market is a highly fragmented network of 700 dealers who provide the link to the end consumer.

Tires are often a distress purchase rather than a planned purchase which results in buyers having little brand awareness or proactively researching brand options. Dealer recommendation is therefore critical in the process as buyers rely on the dealer for brand recommendation. A lack of brand loyalty is becoming...

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