Background
At present, one third of the world's tire production is in China. Continental, founded in 1871, has entered the Chinese market since 1996. Because of its professional technology and industry influence, Continental has won the recognition of the majority of consumers.
During its initial promotion, Continental spread its brand value in traditional advertising forms such as TVC, outdoor display advertising and vertical. However, since the whole market has become saturated and the marketing promotion strategies of competitors are almost the same, consumers lack value recognition and emotional resonance for the brand, resulting in slow sales growth.
In 2018,“When everything counts”is chosen as the Chinese brand slogan. Continental accompanies everyone that moves forward.
Challenge:
1. Chinese social media is blooming these years. Former advertising, propagating selling points, did not work. How can Continental find ...
Tags: Continental Tires | Mobile | Social | Online | China |
Feb 11, 2020