By Denna Bowman
Continental tyres scooped the Best Advertising Campaign award at the industry’s equivalent of the Oscars.
The leading tyres manufacturer won the National Tyre Distributors Association’s TAFF award for its World Cup campaign ‘Don’t Miss the Big Game’.
The successful campaign promoted Continental’s ongoing sponsorship of the FIFA World Cup with a distinctly South African theme to match the host country of the 2010 tournament.
With striking visuals of South Africa’s big game, Continental gave consumers the chance to win a once in a lifetime trip to the World Cup finals including a Safari tour – so that they wouldn’t miss any of the big game.
It was Continental’s biggest ever campaign with some 2,000 retailers involved, each receiving point of sale displays including 3D floor stand. There was also a fitter incentive that ran alongside the campaign, where instant win cards rewarded sales during the consumer promotion with over 2,500 prizes on offer.
For consumers, there were over 1,000 prizes with links to the World Cup including TV’s and Blu Ray players from Sony, an Official Sponsor of the 2010 FIFA World Cup™ and triple packs of Nederburg, the Official World Cup wine from South Africa.
The campaign supported the Black Rhino that appeared in the publicity material donating a total of £1,000 to the Save the Rhino charity.
The integration of PR and social media platforms was key to the campaign and the objective of driving traffic to the website. In particular, the search for the biggest football fans identified case studies that were used to generate considerable coverage in the national consumer media – in print, online and on broadcast media.
The Big Game microsite received a total of 171,000 hits and raised awareness of Continental’s football sponsorship among motorists. Advertising ran across national newspapers, magazines and online.
Guy Frobisher, marketing director for Continental, said: “We are delighted that this campaign has been recognised by the industry. It was a truly integrated campaign which included our first venture on twitter and our first IPhone app and led to a massive response from consumers. The Big Game Predictor IPhone app on its own was downloaded by almost 40,000 football fans.”