| Title | ENDLESS POWER |
| Brand | CONTINENTAL REIFEN DEUTSCHLAND |
| Product/Service | ULTRA HIGH PERFORMANCE TYRES |
| Category |
A02. USE OF EXHIBITIONS AND INSTALLATIONS |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
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 |
| 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.
Describe how the promotion developed from concept to implementation
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 - visitors becoming a medium themselves.
A QR-code directed people to detailed technical information and purchase options.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
The installation „Endless Power“ was able to master the challenge of demonstrating the product benefit of Continental’s ultra 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 works is a concept with an emotional approach in order to create a long-lasting impression, including multiplications in social media right from the start.