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CONTINENTAL TYRES

GIVING THE CONTINENTAL BLACK CHILI DRIVE ADDED TRACTION.

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CONTINENTAL TYRES

GIVING THE CONTINENTAL BLACK CHILI DRIVE ADDED TRACTION.

THE CHALLENGE.

Amplify the powerful peer-to-peer advocacy of Continental’s Black Chili driving event to raise awareness of the brand’s tyre range

OUR RESPONSE.

Tyres are black, round and boring, right? Not really. Although tyres are often a distress purchase – where brand and quality aren’t as important as price and expediency – brands like Continental spend billions developing advanced technology to offer a range of tyres that offer you a choice of enhanced performance, safety, fuel efficiency or reduced noise.

That’s why Continental holds its annual Black Chili Driving Experience: letting guests try a range of its tyres on different cars to understand the science under the skin. Uniquely, why each tyre is different, and why it matters. Previously, Continental had taken journalists and bloggers to the Black Chili event. But, for 2019, the brand wanted it to work much harder. 

We know the power of peer-to-peer advocacy, and how it can help to demystify tech and put it into context. So, we put our readers at the heart of our story. We helped Continental recruit a group of 24 passionate drivers from our audience. We then followed them across the south of France, creating a wealth of ‘as-live’ videos, digital blogs, social posts en-route that were filled with fun facts about the cars, the tyres and – most importantly – vox-pop reactions from our readers that brought Continental’s Black Chili story to life.

RESULTS.

984,000 display impressions

89,000 video views

64% average video view-through

32,500 social impressions

%

average video view-through

video views

social impressions

%

average video view-through

video views

social impressions

WATCH OUR CONTENT.

WATCH OUR CONTENT.

We are automotive Studio.

Visit us.

Haymarket Automotive, Bridge House,
69 London Rd, Twickenham TW1 3SP

Contact us.

We are automotive Studio.

Automotive Studio is a multimedia creative studio, specialising in brand communications, advertising and marketing campaigns. 

Where we are.

Haymarket Automotive, Bridge House,
69 London Rd, Twickenham TW1 3SP

Get in contact.