Winners & Shortlists

ENDLESS POWER

TitleENDLESS POWER
BrandCONTINENTAL REIFEN DEUTSCHLAND
Product/ServiceULTRA HIGH PERFORMANCE TYRES
Category A04. AMBIENT MEDIA: LARGE SCALE
Entrant Company SERVICEPLAN Munich, GERMANY
Advertising Agency SERVICEPLAN Munich, GERMANY
Production Company GERMAN WAHNSINN TEAM Hamburg, GERMANY
Credits
Name Company Position
Alexander Schill Serviceplan Chief Creative Officer
Peter Harasim Serviceplan Executive Creative Director
Harald Gasper Serviceplan Executive Creative Director
Jan Grothklags Serviceplan Creative Director/Art Director
Julia Pfeiffer Serviceplan Creative Director/Art Director
Patrick Ryffel Serviceplan Copywriter
Andreea Nedelcu Serviceplan Copywriter
Lara Timm Serviceplan Account Supervisor
Daniel Holl Neverest Motion Graphic Designer
Florian Panier Serviceplan Executive Creative Producer
Eduardo Garcia German Wahnsinn Music Producer

The Brief

A sports car only performs to its maximum potential if it’s equipped with tyres that are just as powerful. But how can this connection be communicated to a wide audience - without boring them with technical details.

Creative Execution

The installation „Endless Power“ was able to master the challenge of demonstrating the product benefit of Continental’s high performance tyres in an emotional manner. Yes, the target group is interested in technology, but to achieve „top of mind“ awareness, a descriptive approach won’t be enough. What does work is a concept with an emotional approach in order to create a long-lasting impression including multiplications in social media right from the beginning.

Describe the creative solution to the brief/objective.

Through the „Endless Power“ installation at the Munich airport, we enabled visitors to experience the benefits of the ultra high-performance tyres directly. Using a real horse, two mirrors and a road, we created a spectacular brand experience that literally reflected the product’s transfer of endless power. Passers-by were magically drawn to the walk-through installation. The “endless horses“ were photographed countless times and shared on social media. The message - „Endless Power Requires Endless Performance“ – was delivered in an authentic way and highly multiplied – the visitors becoming a medium themselves. A QR-code directed people to detailed technical information and purchase options.

Results

The promotion was more than just an eye-catcher – passers-by were invited to stay and explore it. The „endless horse“ was photographed countless times and shared on different social media platforms. The “Endless Power” installation became an endless brand experience for over 106.000 people every day and a real highlight at the Munich Airport. The Continental homepage traffic multiplied during the promotion period.