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...