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ANYWHERE IS POSSIBLE

How could General Tire / Continental access an audience segment increasingly hard to reach across traditional media channels? How could they inspire, influence and raise awareness of the importance of tire choice to consumers across the UK? How could they make the message stick and create excitement around a traditionally ‘unsexy’ product?

ClientContinental AGLocationEMEAShare

Analysis by CLICKON Media Labs showed the target audience had a strong affinity to the outdoors, further validated by testing. With a focus on human storytelling, our Studios team developed a micro-series designed to resonate and engage with this audience.

The series included the stories of big wave surfers, wild swimmers and rock climbers. All stories that perfectly aligned with the GT brand with narratives that were human, relatable and inspiring.

The campaign encompassed ‘Always On’ fit-for-channel assets for every digital channel alongside targeted and re-targeted distribution spanning GT social channels and CLICKON’s digital network.

Deliverables

  1. Over 250+ fit-for-channel assets
  2. 16:9 & 1:1 Trailers
  3. Imagery
  4. 1:1 Social cuts
  5. 9:16 Instagram story units (9:16)
  6. 16:9 & 9:16 Pre-roll (6s & 12s)

Awards

  1. DIGIDAY Europe Awards – Best Branded Series

 

Results

  1. Total Views: 1.5M+

  2. Viewability: 100%

  3. Sentiment: 97% +ve

  4. CTR: 5,100 clicks to GT site

  5. Age: 32-44 most engaged age range

  6. Time Spent: Over 2m32s on site

  7. Brand Uplift: 39% Increase in brand awareness

  8. Features across Evening Standard and multiple UK news outlets

Films

1.5M+

views

100%

viewability

97% +ve

sentiment

5.1k

click-throughs