| Title | ENDLESS POWER |
| Brand | CONTINENTAL REIFEN DEUTSCHLAND |
| Product/Service | ULTRA HIGH PERFORMANCE TYRES |
| Category |
A05. USE OF AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
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Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
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Media Agency
|
MEDIAPLUS Munich, GERMANY
|
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Production Company
|
GERMAN WAHNSINN TEAM Hamburg, GERMANY
|
Credits
| 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 |
| Florian Panier |
Serviceplan |
Executive Creative Producer |
| Daniel Holl |
Neverest |
Motion Graphic Designer |
| Eduardo Garcia |
German Wahnsinn |
Music Producer |
Results and Effectiveness
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.
Creative Execution
With the installation „Endless Power“ at the Munich airport, we enabled visitors to experience the product benefit of the ultra high-performance tyres directly.
For this, we created a completely new advertising space: an installation that expanded over an entire floor - impossible to miss by passers-by at the airport.
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 at the Munich Airport were magically drawn to the walk-through installation, which they were able to interact with - the „endless horse“ was photographed countless times and shared on different social media platforms.
Therefore, the core message - „Endless Power Requires Endless Performance“ – was not only delivered in an authentic way, but also highly multiplied - visitors of the installation became a medium themselves.
A QR-code directed interested visitors to detailed technical information and purchase options.
Insights, Strategy and the Idea
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.