Continental – Integrated Communication for Tire Safety and Replacement Timing
For over ten years, follow red has helped Continental raise awareness among German drivers about tire safety and when to replace tires. To this end, we developed and implemented media-focused B2C campaigns that generated attention and had an impact across multiple channels.
- Client: Continental
- Services: Strategic Consulting, PR, Content, Activations, Influencer Campaigns, Social Media
- Focus: Tire Safety, Replacement Time, B2C Communication
- Project Scope: Long-term consulting and integrated communications
Tire safety is important—but it isn’t automatically a part of the target audience’s daily lives. That’s why we need communication that provides clear information, generates media attention, and reaches drivers at the right time.
Based on an annual communication roadmap, we developed initiatives that combined safety, seasonality, and product relevance. This turned a recurring theme into ongoing communication with news value.
For Continental, we carried out traditional press relations as well as research studies, radio and video PR, tire check days, podcast placements, influencer campaigns, and seasonal tire-change campaigns. Eye-catching PR stunts such as the ContiGripRun—a world record set on a ski jump—were also part of the mix of initiatives.
All content was extended across all channels: the website, newsletters, and B2B and B2C social media channels. This generated visibility, brand recognition, and relevance—among the media, retailers, and end consumers.
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Head of follow red Munich