CASE STUDY: Continental Tyres drive awareness in Auto Express
Provided by Dennis Publishing Ltd
Auto Express enables readers to interact with the Continental brand and the brands message
What was the Challenge / Background of the Campaign?
The brief from Continental Tyres was to drive awareness of their World Cup Sponsorship through targeted channels, utilising their rich media display formats and ultimately deliver a response - footfall to and engagement with the World Cup micro-site.
What was the Campaign Objective?
To create a targeted, high impact campaign
What was the Solution?
The idea was to create a high impact campaign centred around a bespoke channel on Auto Express about the Geneva Motor Show, the biggest event of the 2010 motoring calendar, which generated headline news, worldwide for a week. The channel would contain live news feeds and video unveilings uploaded direct from our award winning editorial team in Geneva, as well as video and editorial reviews. Continental took exclusive ownership of all display advertising around all Geneva content, ensuring targeted reach and high impact.
What were the Results?
The campaign delivered an excellent click through rate with low CPA conversions. Over 145 sets of tyres were sold enabling those users to gain entry in to a competition to win a complete package to the World Cup and 765 people downloaded Continental's World Cup Prediction iPhone app.
What were the Key Learnings of this Campaign?
'Rich media formats such as Page Skins and pre-rolls help excelled in driving awareness to a key audience and also helped justify the media spend to a client that was entering uncharted territory, one who traditionally used standard inventory as a rule. As well as delivering a branding message to a key audience, it also delivered one of the lowest costs per clicks out of all the sites and helped drive large numbers to Continental's micro-site. A brilliant success.' Chris Appleton, Initiative.