Continental operate in an extremely competitive market providing premium tyres to a traditionally male audience. Central to the market is a highly fragmented network of 700 dealers who provide the link to the end consumer.
A lack of differentiation in marketing approaches within the industry further exasperated the problem with most of the leading brands offering a fuel card or price discounting as an incentive.
Research had shown the target audience were more excited about the journey and the driving experience than the product itself so the Continental Road Trip campaign was developed to capitalise on this British love of driving and bring an emotive element to a typically low involvement purchase.
The campaign centred around a promotion offering a free stay in one of over 200 luxury hotels including Malmaison and Hotel Du Vin. In order to give the promotion brand relevance and context, content was placed at the heart of the campaign with a guide to the 12 most breath taking and challenging roads in the UK.
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