Innovative Campaign for CAF

ICON, a leading creative agency in the UAE and MENA region, was approached by Continental Tyres to develop a full marketing campaign for their sponsorship of the TOTAL Africa Cup of Nations, Egypt 2019. The "Driven by Passion" campaign aimed to encourage football players to perform better and to promote the power of Continental Tyres to give speed and endurance.

Objective:

The objective of the campaign was to increase brand awareness and sales for Continental Tyres, as well as to enhance its presence on social media.

Strategy:

ICON's strategy for this campaign was to create a solid emotional connection between the Continental Tyres brand and the passion and determination of the football players participating in the tournament. This was achieved through a mix of creative design and copywriting, as well as innovative technology solutions such as CGI and the latest design techniques.

Execution:

ICON executed the campaign through a variety of channels, including indoor and outdoor advertising as well as social media. The team created visually striking designs that mixed tires with football players to convey the message of speed and endurance. The copywriting was also carefully crafted to appeal to the emotions of the target audience, inspiring them to strive for greatness on the field.

Results:

The campaign was a resounding success. Continental Tyres saw a significant increase in brand awareness and sales, as well as a boost in its social media presence. The creative design and copywriting helped to create a powerful emotional connection with the target audience, which in turn helped to drive engagement and conversions. Overall, ICON's marketing solutions helped the customer achieve their key performance indicators and enhance the customer journey.