Drive sales of two or more tyre purchases amongst the target market, with a promotion that was differentiated but still closely aligned with the brand and with an emotional connection on a traditionally low involvement product.
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 centred on a promotion offering a free stay in one of over 200 luxury hotels in the UK. Consumers qualified for the offer by purchasing two or more Continental Tyres.
Results have shown tyre sales increased by 25% above target set and 25% more than the same period the previous year. 60% increase against targets set for customer engagement. 95% of dealerships bought into the campaign.
GOLD:Institute of Promotional Marketing Awards 2016, Consumer Durables Campaign