Continental AG: General Tire's debut in China – Making your SUV, more SUV

General Tire, the American tire company, used an event for traditional and social media influencers to begin building salience when it launched in China.

Campaign details

Advertiser: General TireBrand: Continental AGAgency: Burson MarstellerCountry: China

Project summary and situational analysis

General Tire, an American tire brand with over 100 years of history, was entering the booming, yet highly competitive and saturated Sports Utility Vehicle (SUV) market in China. As part of the Germany-based group Continental AG, General Tire had established its strong credentials across major international markets but in China, the world's fastest growing auto market, the brand faced a challenge competing against competitors with strong local brand presence and recognition.

This identified a need for General Tire...

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