Objective:
The main objective of the campaign was to increase brand awareness and excitement for the Continental brand in relation to the Africa Cup of Nations (AFCON) 2022 and to create a positive customer experience leading up to the tournament. Additionally, the campaign aimed to increase sales of Continental tires and improve the overall customer journey.
Strategy:
To achieve these objectives, a comprehensive strategy was developed that included a mix of creative design solutions, copywriting solutions, social media initiatives, and innovative technology applications. The focus was on creating a campaign that would resonate with customers, be relevant to the local market, and leave a lasting impression.
Execution:
A team of experienced designers and copywriters developed a campaign that incorporated the circular shapes of a tire, a football, and the open top of stadiums to bring together all elements within a relevant and creative perspective. Scenery relevant to Cameroon, the host country of AFCON 2022, was incorporated in the background for enhanced local relevance.
Elements such as turf and open skies were brought to the foreground in direct relation to AFCON 2022, while noticeable branding for Continental appeared toward the right, integrated into the outline of a tire.
In addition to traditional marketing efforts, a digital campaign was developed that included a series of social media posts and ads tailored to reach the target audience and increase brand awareness. The campaign was also supported by a website specifically designed for the occasion and optimized for search engines.
Results:
The campaign was a huge success and helped Continental achieve all its objectives. Brand awareness and excitement for Continental in relation to the Africa Cup of Nations (AFCON) 2022 increased significantly, and customer engagement with the brand rose noticeably. It also helped improve the overall customer journey and increase sales. Overall, the creative design, compelling copywriting, and innovative digital solutions contributed to higher KPIs, an enhanced customer experience, and a lasting brand impression leading up to the tournament.
