Continental - Road to Championship

Tyres are of low interest to many consumers, selective distribution is under consolidation, and price is increasingly important.

Continental – Road to Championship

Brand Name: Continental – Road to ChampionshipAdvertiser: Continental AGAgency: Change Communication GmbHPrize: SilverCategory: Automotive

SUMMARY

Tyres are of low interest to many consumers, selective distribution is under consolidation, and price is increasingly important. Continental required a campaign that would establish “German engineering” as a gold standard on a broad scale, and re-establish Continental as the premium brand of choice in the European aftersales tyre business. The campaign did just that, achieving a 29.8% increase in unaided brand awareness across Europe, creating a Continental sponsorship platform that...

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