TAFF Awards Best Industry Advertising Campaign – Continental

A field of nominees that featured four of the top six tyre manufacturers and new entrant to the top ten, Maxxis, was always going to be competitive. In the end Continental won out over Bridgetone, Goodyear, Maxxis and Michelin claiming the prize for the second year on the trot. The tyre manufacturer won the honour 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.