Getting to grips with Continental tyres

WDA were first commissioned to work on Continental by their biggest distributor, Cambrian tyres (UK).

Initially assisting with specific UK trade and consumer campaigns, our work caught the eye of the Germans and their marketing manager who was at the time looking to appoint a new agency to deliver a new global brand strategy. WDA were first invited to Continental's Korbach plant for a tour of their principle 2-wheel manufacturing facility and to receive an official briefing form the marketing team; before flying back for a presentation at the Company's Hannover Headquarters.

WDA were able to really get to grips with Conti; giving it a whole new attitude based around the brand being the 'Real Bikers' tyre; and championing such 'real world' hero's as the indomitable Nick Sanders!

Our brand strategy, market re-positioning and subsequent advertising campaign was first adopted across both the trade and consumer UK markets, before being rolled out across Europe. In a few short months following launch Continental became the UK's fastest growing tyre brand with Cambrian reporting a 20% uplift in Continental 2 wheel sales. The campaign was quickly rolled out across more markets including North America, which saw an incredible 54% sales uplift.


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