Continental – Integrated Communication for Tire Safety and Changeover Time
For more than ten years, follow red has supported Continental in raising awareness among German motorists about tire safety and the time it takes to change tires. To this end, we developed and implemented media-relevant B2C measures that attracted attention and had an impact across channels.
- Customer: Continental
- Services: Strategic consulting, PR, content, activations, influencer campaigns, social media
- Focus: Tire safety, changeover time, B2C communication
- Project scope: Long-term consulting and integrated communication
Tire safety is important – but not automatically present in the everyday life of the target group. That’s why communication is needed that provides understandable information, generates media attention and reaches motorists at the right time.
On the basis of an annually defined communication roadmap, we developed measures that combined safety, seasonality and product relevance. In this way, a recurring topic became continuous communication with news value.
For Continental, we implemented classic press work as well as studies, radio and video PR, tire check days, podcast placements, influencer campaigns and seasonal changeover time offensives. Attention-grabbing PR stunts such as the ContiGripRun – a world record on the ski flying hill – were also part of the mix of measures.
All content has been extended across channels: via website, newsletter, and B2B and B2C social media channels. This created visibility, recognition and relevance – with the media, trade and end consumers.
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Head of follow red Munich