Continental Tires
Terra campaign, expanding Continental in the gravel market.
Continental Tires
Terra campaign, expanding Continental in the gravel market.
Brief
Prior to 2025, Continental offered 3 gravel products: Terra Hardpack, Terra Speed and Terra Trail. In March 2025, they added to this line-up their most off-road capable gravel tyre to date: the Terra Adventure. The introduction of the Terra Adventure gave Continental a gravel product portfolio that could answer the needs of almost any rider. SHIFT were tasked with developing a stand-out integrated campaign.
Insight
Our research and subsequent strategy determined that reliability is a key driver for gravel riders when selecting tyres. With competitors leaving a void in 'technical excellence' as a core message, we capitalised on Continental’s renowned reputation for German engineering from its Road and MTB ranges.
This led to the strategic proposition, 'Engineered for the Unknown,' which directly addresses the consumer need for durability and puncture resistance when faced with an unpredictable gravel ride.
Solution
We developed core creative idea that literally dramatised a rider’s anxiety about venturing off-road, as the stuff of nightmares - positioning Continental’s tyres as the antidote to those fears as the new range provides confidence and reliability for any gravel adventure.
The creative treatment was designed to be category-disrupting, using animation to stand out from competitor’s typical ‘champagne’ gravel riding edits!
Experience
The tyres were unleashed on the world at a media event in Tuscany. Journalists rode alongside Conti-sponsored athletes Paige Onweller and Rosa Kloser, demonstrating the Terra Adventure's capabilities on tough terrain, which resulted in extensive media coverage.
The creative was underpinned by paid media to ensure an impactful launch across seven markets and multiple channels. This was further complemented and combined with a strong sampling programme. Finally, we amplified the launch by creating a new Continental gravel ambassador programme, which added a far-reaching organic social media presence on launch day and beyond.
Results
The launch was a global success, attracting widespread media interest with 42 international features reaching a potential audience of 23.5 million.
- Our paid media campaign was highly efficient, delivering 74,000 clicks, 587,000 video views, and 7.9 million impressions.
- The social campaign generated 117,403 impressions and 4,218 engagements.
- Across all platforms, our organic video content achieved an impressive 445,334 total views, demonstrating strong audience engagement
- and a successful multi-platform launch.
