Continental Tires were releasing the Grand Prix 5000 – the successor to the legendary GP4000 road tyre – and wanted a campaign that stood them apart from their competitors.
Most tyre brands used one of two formats in their communications – either focussing directly on the product, or featuring a professional rider using the product. But we knew that their ‘informed enthusiast’ audience was looking for reliable all-around performance but viewed tyres as a commodity purchase and needed shaking out of indifference.
We created an integrated campaign which focused less on the tyre and more on the joy of just riding. Using evocative imagery and powerful video, we promised riders they’d be able to spend more time riding than worrying about what might get in the way of their precious time on the bike.
We treated it more like the launch of a new iPhone than the launch of a new tyre. The IT’S YOUR TIME idea powered the whole experience from the Tenerife island launch for journalists, influencers and distribution partners, to the first ride on the Teide volcano, and from the product story documentary to the carefully orchestrated Instagram-led social campaign.