Develop an integrated seasonal solution that will generate a flow of consumers to partner tyre centres and increase total brand sales. Both media channels and POS should be used.
“Prove your love – give her Continental tyres!” This was the communication slogan that was developed, uniting love of women with love of cars. The car owner who really loves his car will buy only the best and this means Continental tyres is the right choice.
This idea became the basis for the Autumn ATL campaign and was also promoted in the national BTL campaign by means of a lottery. Lottery prizes supported the main idea (caring for your car): an “auto spa” session (full cleaning and winter prep); a set of German rims; and even an annual fuel allowance!
Channels were used: POSM, internet banners, press, outdoor.
Результат Happy End
An integrated Autumn promotional campaign (BTL and ATL), press advertising, banner advertising, OOH. 5 types of POSM materials were developed and placed in 172 salons around Russia. the website www.lovecontinental.ru was developed.