Continental Corrida S. João: brand activation to raise positive awareness and give the audience impactful memories.
Continental challenged BOOMER to create a brand activation strategy at the event “Continental Corrida de S. João 2022”, which took place in Vila Nova de Gaia on June 19th.
The brand is, for the 3rd consecutive year, the official sponsor of this event, which brought together around 3,000 participants in the 15 km race and the 7 km Mini Race.
To consolidate the brand’s publicity among the public, 3 different communication moments were considered:
1) At Continental agents, in the Porto District
2) At the Alameda Shop & Spot mall, when collecting the Participation Kits
3) on the day of the “Continental Corrida de S. João” event, in V. N. de Gaia
COMPETITION “QUIZ CONTINENTAL CORRIDA DE S. JOÃO”
In order to involve the brand’s agents in the District of Porto in this initiative, a competition was created that consisted of filling out a fun quiz with facts about the Continental brand whose link (QR Code) was found in the communication piece created for this purpose, and was only available to customers visiting the workshops during the campaign period. The prizes consisted of a cash value offered on a card and a double entry on the race for each of the 20 winners.
The selection of winners was based on two criteria: the correct answer to all the quiz questions and the creativity of a sentence, the last challenge.
The promotion of the competition was made with publications on social networks and in the agents’ own workshops with a festive and differentiating poster, with a high visual impact, which included a 3D “manjerico” with synthetic grass.
Promotion of a Continental brand event with agents and consequent generation of traffic to points of sale.
Agent participation and increased emotional connection to the Continental brand.
Recruitment of possible new participants in the Continental Corrida de S. João.
ACTIVITY “READY TO SHINE ON THE PODIUM?”
All athletes participating in the race had to go to the Alameda Shop & Spot mall to pick up their participation kits.
This moment was used to create a dynamic of interaction with the Continental brand through a 360° experience that the participants could keep as a souvenir of their participation in the race.
Under the motto “Ready to shine on the podium?”, each athlete, alone or accompanied, was invited to embark on this fun and memorable experience, surrounded by a “public support” and recorded in 360º. The result was recorded on video and shared by the participant on social media with the official hashtag of the race and created especially for this interactive action: #EstounaCorrida.
Moment of interaction with the Continental brand
Reinforcement of Continental’s publicity as a sponsoring brand of a healthy competition event
Creating a fun branded memory that can be saved and shared
SUPPORT BANNERS + CHEERLEADERS’ CORNER
Although it is a competition, the Continental Corrida de S. João is also a family event that attracts people of all ages and experience in these competitions.
To support athletes and involve their families and friends, the Cheerleaders’ Corner was created: a place especially designed for families where athlete supporters could customize a banner with their own custom message.
In this space, they could also find a lounge where athletes and families could rest at the end of the race.
SUPPORT FOR ATHLETES DURING THE RACE
During the race, some elements of the Continental team came to provide support to the athletes, especially in the last and crucial kilometer.
At the end of the race, all athletes could take their picture on the Continental podium: regardless of their ranking in the race, for Continental they are all winners!
A NEW PRODUCT & THE BRAND’S SUSTAINABILITY GOALS
Continental wanted to take advantage of the event and it’s audience connected to sport and attentive to social and environmental causes, to publicize the brand’s goal for the future: to be increasingly sustainable!
In the Continental tent a video was projected with the main measures already adopted and the future goals in the area of ecology and sustainability, in addition to presenting the brand’s great novelty: the ContiRe.Tex technology, 100% made in Portugal.
Each tire with ContiRe.Tex technology uses around 10 recycled PET plastic bottles in its composition, being the first product of its kind to be mass produced and sold on the market.
Reinforcement of the brand’s communication as an event sponsor through fun and memorable interactions with attendees
Creating memories with event participants, strengthening the emotional bond with the brand
Dissemination of the brand’s sustainability goals and a new Continental product