Until the end of last month, Continental Tires will be offering official World Cup balls and an Adidas gym bags to consumers who buy tires for trip, trucks or vans – beginning on 14” – in one of the official brand retailers taking part in the promotional marketing action.
To win the prize customers only have to buy mounting, alignment or balancing services at the store.
Beyond that, every consumer who buys four tires from Continental brand trip, truck or van lines, in any size, will be eligible for the drawing of a travel pack, with right to take one companion, to watch to a 2014 World Cup game in Brazil.
The launch of this promotional action, called “Esse Lugar É Meu” (This place is mine) will be supported by a broad marketing campaign that will cover placement in traditional media and specialized automotive and general interest magazines, besides special actions in social media.
“Soccer and tire manufacture have much in common, as they both require technique, precision, passion and teamwork. Similar to actions taken in 2006 and 2010 and during the Confederations Cup last year, this promotion does not only aim to increase sales but also to increase the brand’s visibility, which has been growing in visibility in the Brazilian market”, explains Caroline Wagner, Marketing Manager for Continental Tires for Mercosur.
Special Attention to Partners
Besides this promotional marketing action, Continental Tires will also develop different moments to engage customers, partners and stakeholders from all around the world, to land in the country in June.
Out Promo will be responsible for this brand activation. After taking part in competition with six other agencies, they won the opportunity to put together activation and events for the tire brand during 2014 World Cup.
The brand is working hard to organize actions that will activate the brand in some of the host-cities.
“We are very proud to work with Continental on such an important for the brand in Brazil, and to get this opportunity with such a high level competition”, celebrates Ricardo Franken, OutPromo’s director of business.
“We planned every detail of the events during the competition, as if the account was already ours, because the will to take on this project motivated the entire team”, said Dayana Galvão, OutPromo’s events manager.
Among the approved actions are meetings for Continental’s commercial network partners, who will all be attending the games as special guests. The meetings are to take place in São Paulo, Rio de Janeiro, Brasília and Fortaleza.
The agency took on the challenge to idealize a concept that conveys the essence of the brand in these meetings, and to turn it into special events involving from the receptioning these guests to transporting them to the stadiums.
In addition, the agency will be organizing the Contifest, which will take place in Jundiaí (SP), the city where the Brazilian production unit is headquartered.
The public will be able to watch a match of the Brazilian team in an arena specially fitted with several special attractions. The expectation is to receive an approximate audience of 5,000 people.
Founded in 1871, in Hanover, Germany, Continental has been present in Latin America for 14 years now.
In Brazil, Continental has approximately 800 authorized points of sale, plus dealers from various brands of domestic and imported vehicles that sell the brand’s tires.
