CONTINENTAL: A WINTER REVOLUTION

Continental IceContact 3 is a revolutionary product in the studded tire market. The tires with rubber-coated studs significantly reduce vehicle noise and vastly improve grip on the road. To bring to life the benefit of a quieter ride, we created a traditional TVC communication campaign. To promote the second one—improved road traction—we launched an innovative digital experience based on the premise that any person should be able to test the product and in a way they’ve never seen before. To make this happen, we introduced a revolutionary driverless test of IceContact 3 tires on a car that could be remotely piloted from any laptop the world over.

Awards