Continental, Sponsorship of AFCON 2019

Icon, a leading creative agency in UAE and MENA region, was approached by Continental, a tire manufacturer, to develop a marketing campaign to increase brand awareness and excitement for the Africa Cup of Nations (AFCON) 2022. The objective of the campaign was to promote Continental as the official tire sponsor of the event and to create a positive customer experience leading up to the tournament.

Objective: 

The main objective of the campaign was to increase brand awareness and excitement for the Continental brand in relation to the Africa Cup of Nations (AFCON) 2022 and to create a positive customer experience leading up to the tournament. Additionally, the campaign aimed to increase sales of Continental tires and improve the overall customer journey.

Strategy: 

To achieve these objectives, Icon developed a comprehensive strategy that included a mix of creative design solutions, copywriting solutions, social media solutions, and innovative technology solutions. The team at Icon focused on creating a campaign that would resonate with customers, be relevant to the local market, and leave a lasting impression.

Execution: 

Icon's team of experienced designers and copywriters developed a campaign that incorporated the circular shapes of a tire, a football, and the open top of stadiums to draw inspiration and bring together all elements within a relevant and creative perspective. Additionally, scenery relevant to Cameroon, the host country of AFCON 2022 was incorporated in the background for enhanced local relevancy.

Items like the turf and open skies are brought to the foreground in direct relation to AFCON 2022, while adequate exposure is given to Continental as a brand with noticeable branding towards the right in the outline of a tire.

In addition to traditional marketing efforts, Icon also developed a digital campaign that included a series of social media posts and ads tailored to reach the target audience and increase brand awareness. The campaign was also supported by a website that was specifically designed for the campaign and was optimized for search engines.

Results: 

The campaign was a huge success and helped Continental achieve all of their objectives. Brand awareness and excitement for Continental in relation to the Africa Cup of Nations (AFCON) 2022 increased significantly and customer engagement with the brand also increased. The campaign also helped Continental improve their overall customer journey and increase sales. Overall, Icon's creative design solutions, copywriting solutions, and innovative technology solutions helped Continental increase their KPIs, enhance the customer journey and leave a lasting impression on their customers leading up to the tournament.