MarketingPublic Relations

Following the UEFA EURO 2016TM championship, Continental can look back with satisfaction at 21 years as an o icial sponsor of the world’s six most popular football tournaments – the FIFA 2006, 2010 and 2014 World Cups and the UEFA EURO 2008, 2012 and 2016 events – and of the UEFA Champions League from 1995 to 2000.

Football sponsorship has proved a highly e icient way to greatly enhance the visibility of the premium Continental tyre brand, according to Niel Langner, Marketing Manager for Continental Tyre South Africa.

“We are delighted at the long-term positive impact of our commitment to the sponsorship of professional football events. It enabled us to set ourselves apart in an appealing way from many of our competitors who, in the late 1990s, primarily opted for a commitment to motorsport, and it has generated a major boost in brand recognition,” Langner said.

“When the UEFA EURO 2016 event drew to a close we had achieved the brand recognition targets we had set for the communication platform that football provided. The level of recognition we have reached means that we can now take the logical next strategic step with our premium tyre brand,” Langner added.

“Our new target positioning is based on our decade-long focus on safety by delivering the shortest braking distances and is designed to be combined long-term with “Vision Zero” – the vision of zero road fatalities, zero injuries and zero accidents.

“Together with our Chassis & Safety division we are aiming to highlight the contribution to greater road safety that advanced driver assistance systems such as ESC, AEB and motorcycle ABS make in conjunction with premium tyres – a contribution we are working to advance every day,” explained Langner.

Against this backdrop, the motto of the new marketing campaign – “Mobility enhanced by German technology” – was an obvious choice.

Product Communications Manager for CTSA, Ryan Visagie, says: “We are convinced that this is the logical target positioning for Continental, because no other tyre manufacturer or automotive supplier in the world commands this unique combination of tyre technology and automotive competence.”

That’s why our premium Continental brand today stands for maximum safety out on the roads and we are aiming to further reinforce this position in the future.

“Going forward, German expertise in terms of tyre technology and automotive engineering will be at the heart of not only our daily development e orts but also our marketing and communications activities.”
In the future, a variety of driving scenarios will be featured in di erent settings to build and boost con dence in Continental’s mobility solutions.

In terms of content strategy, both the new campaign and the tyre manufacturer’s dedicated website is aligned with Vision Zero. The overall o ering will include a broad spectrum of multimedia content referencing the topic of greater road safety through accident prevention technologies. Along with a new quarterly VisionZeroNews format, there will also be numerous reports and articles available on the various technologies, as well as videos and graphics.

One ongoing focus of coverage will of course be on Continental’s engagement as an automotive supplier and exclusive tyre partner to Global NCAP’s “Stop the Crash” campaign, which aims to spread the word about precisely these accident prevention technologies, particularly in densely populated emerging economies.