Hanover, Germany – Continental AG’s tire division is stopping its major football sponsorships within Europe, in a bid to realign its brand positioning in the region.
Marketing communications, targeted for the passenger and light truck tires replacement market, will now focus on “German technology” and automotive competence and will be launched in February under the motto “Mobility enhanced by German technology”, Conti announced 1 Feb.
Speaking to ERJ, Conti spokesman Alexander Bahlmann said the German automotive supplier would not sponsor any other football or sports series in Europe with the European World Cup qualifiers, the group’s only remaining sponsorship package.
“The campaign has paid off and we have reached the result that we wanted. That’s why we will still continue with similar campaigns elsewhere such as Asia Pacific, Middle East and North America to raise brand awareness,” he explained.
In Europe, however, the company will focus on its “Vision Zero” campaign, which will include a wide range of multi-media content on the safety topic
The campaign has been launched together with Conti’s chassis & safety division and aims to contribute to greater road safety – which explains the motto “mobility enhanced by German technology”
“Our new target positioning is based on our focus on safety by delivering the shortest braking distances and is designed to be combined long-term with Vision Zero – the vision of zero road fatalities, zero injuries and zero accidents,” explained Nikolai Setzer, member of the executive board of Continental AG responsible for corporate purchasing and the tire division.
The new campaign will be run across Europe on television, in print media, at the point of sale with the company’s partners in the trade, and online.
Continental is also planning to use social media channels to engage with drivers and other users on the benefits of the mobility solutions it can offer.