Making of a Legend
Continental Tyres
The advertising campaign positions the tire as 'The Legend' that can conquer any kind of road. The campaign features nationwide kiosks that show how the tires perform on different terrains, and also showcase heroic stories of people who use these tires. The campaign was executed across various mediums such as print, outdoor, digital, and social media.
Industry
Automotive
Location
India
Project Scope
360 Advertising & Marketing Strategy, Social Media Marketing
Client Brief
Creating presence in the Consumer Segment
Continental Tyres wants to increase its presence in the consumer (car owners) segment and wants to create more awareness and interest among potential customers for its tires. Despite the high quality and durability of its products, the brand is facing competition from other tire manufacturers and struggles to attract a sufficient number of customers in this segment.
Deliverables
The Legend is here...
To address this problem, Continental Tyres has approached us to create an advertising campaign to increase awareness and interest in its tires among car owners. The campaign will focus on the brand character of Heroic and Invincible, emphasizing the durability and performance of its tires.
The advertising campaign will position the tire as 'The Legend' that can conquer any kind of road. The campaign will feature a kiosk that will show how the tires perform on different terrains, and will also showcase heroic stories of people who use these tires. The campaign will be executed across various mediums such as print, outdoor, digital, and social media. The campaign will be implemented in phases, starting with research and planning, followed by the execution of the campaign, and finally, monitoring and evaluating the campaign's performance. The campaign will use metrics such as reach, engagement, and conversion rate to measure its success.
