Communication Campaign for Continental&039;s Sponsorship

​Partner with UAE's best creative agency when you need to design and evolve your brand and corporate identity to reflect what your brand represents in the long term and in changing times. Icon advertising is one of the most reputed marketing agencies in the UAE and across the Middle East and Africa. Being sponsors of CAF 2019 held in Egypt, our team at Icon advertising was tasked with developing a communication campaign while also executing and delivering the campaign across Egypt just before and during one of Africa's most popular sporting tournaments.

Project Summary

Sponsoring an illustrious title such as Spiderman must be communicated most effectively and efficiently. Continental entrusted us with this task to promote this across UAE, Saudi Arabia and Egypt.

We formulated a strategic campaign that ensured carefully selected and identified relevant audiences were made aware, ensuring that Continental as a brand successfully leveraged upon and enhanced its brand perception and affinity within these three important markets.

We achieved our pre-set goals through constant monitoring and optimization while delivering above industry averages and expectations across all metrics.

Objectives

The primary objective was to clearly define and communicate to an audience that valued and was impressed by these sorts of sponsorships via Facebook and Instagram. Capitalizing on the buzz surrounding the release, we made sure that Continental as a brand name was linked and visible, leading to the Continental brand being foremost in mind amongst our audiences when they wished to buy new tires.

Idea

Although limited in creative direction due to guidelines regarding design elements and structures, we worked within these to ensure that Continental received adequate exposure across all assets and captions, generating awareness and enhancing the brand's perception amongst identified target audiences.

Impact

Over two months, we achieved 198.1% of our overall media plan expectations, with a total reach reaching 36.5M individuals and an impressive 51.2M impressions with 2.7M video views. Additionally, we achieved 85.6% potential reach, well above industry averages.

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