Continental Tires: ‘Conti Cities: Driving Forward the Engagement Economy’

Continental Tyres, an automotive manufacturing company, highlighted the enjoyment of travelling between cities in China by creating a branded social platform on WeChat.

An inconvenient market truth: Tire users don't show brand loyalty, or even awareness

Do you know what brand your tires are?

If Continental Tires has a market reputation in China, it's for being a quality brand. It has earned that reputation through marketing efforts historically focused on high-spec product features and quality materials.

However, consumer usage research reveals that only 1% of total drivers are invested enough to care about the tires they put on their car.

So – how do we connect with the other 99%?

Competitor Michelin currently commands a higher top-of-mind awareness in the market, and...

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