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.
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.
In order to raise awareness we understood the need to get users interacting with the Continental brand and the brands message. The editorial team’s brief from a Continental point of view was to focus delivering Geneva news through video, ensuring high levels of interaction and dwell time across the channel. This allowed us to serve pre-rolls and video inSkin to maximise brand engagement. For editorial content, we served a page skin and standard display adverts driving the brands message and engagement, again high impact. In order to maximise reach, we pushed traffic to the channel via a bespoke homepage navigation with Continental branding, solus co-branded newsletters, ROS rich media and editorial links via the homepage, our index pages and within the news channel.
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.
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 cost per clicks out of all the sites and helped drive large numbers to Continental’s micro-site. A brilliant success