Creating an advertising-led brand awareness programme for Continental Tyres

The Challenge

To support an active media relations campaign for on-highway tyre products with targeted commercial advertising, e-marketing and advertorial opportunities.

It was extremely important to long-term clients, Continental Tyres that the advertising placements supported and reflected the sales and product focus across the UK and Ireland, incorporating both Continental and Bandvulc key messaging.

How Torque Helped

Torque used its extensive knowledge of the on-highway media landscape to look for the commercial opportunities which would provide the most return on investment.

The first step is always to select key media based on how well their audience aligns with the requested customer profile.  The next step is to investigate all the opportunities available and then finally look at the right mix of products, timing and cost to suit the budgets and ensure KPIs are met.

Results

Successful advertising campaigns work holistically with all other marketing initiatives, from social media and media relations to events and sponsorship.  This one voice approach maximises the reach of the product or brand messaging and measurably supports the sales strategy.