New Conti brand communication strategy targets changing demographics

A complete review of Continental’s passenger car tyre segment brand communication strategy has been carried out and the tyre maker reports that a resultant new global campaign is already starting to be implemented online in some markets. The new strategy is, says Conti, “integrated and highly target-group specific.” What this means is Continental recognises that “in the years to come, women and families will increasingly become one of the most important target groups alongside the still mainly male tyre buyers.” Thus the new campaign will focus on both female and male drivers, with and without children and in different driving situations.

“With our new communication strategy, we want to ensure an integrated presence aimed even more sharply at the different target groups with immediate effect,” explains Silke Gliemann, communication manager at Continental. “With our core brand statement, we will continue to offer the best braking and safety performance for our products with the premium Continental brand. Of course, we will also adapt our campaign in autumn for the winter tyre segment in which drivers have always highly valued very good safety performance.”

Gliemann comments that Continental has made “great progress” in increasing brand awareness in many countries through its brand communication strategy over the years. Previously, brand awareness predominately focused on the integration of international football sponsoring. This strategy, says Continental, proved to be a success and will also be pursued in the future.

Continental began working with Hamburg, Germany based communication agency ServicePlan last year to prepare the ground for the new brand communication strategy. In announcing the strategy, the tyre maker also notes it has been supported in its international media planning and booking since 2003 by Hamburg based media agency Initiative Media.