HANOVER, Germany (Feb. 6, 2017) — Continental A.G.'s Tire Division is shifting its image campaign in Europe away from soccer sponsorship in favor of a multi-media campaign focusing on the corporation's efforts to promote greater road safety.
Launched Feb. 1 together with Conti's Chassis & Safety Division, the company's "Vision Zero" campaign — Zero accidents; zero injuries; zero fatalities — will push the "mobility enhanced by German technology."
"Our new target positioning is based on our focus on safety by delivering the shortest braking distances and is designed to be combined long-term with Vision Zero — the vision of zero road fatalities, zero injuries and zero accidents," said Nikolai Setzer, member of the executive board of Continental AG responsible for corporate purchasing and the Tire Division.
The new campaign will be run across Europe on television, in print media, at the point of sale with the company's partners in the trade and online. Conti has set up a dedicated website — www.VisionZeroWorld.com — where it presents a wide range of multimedia content to enrich the topic of Vision Zero.
The initiative means the German automotive supplier has ended its sponsorship of soccer in Europe after a 21-year run as a sponsor of some of the world's most popular sporting events, including the last three soccer World Cups and European champions league tournaments.
"We are delighted at the long-term positive impact of our commitment to the sponsorship of professional football events," Mr. Setzer said.
"It enabled us to set ourselves apart in an appealing way from many of our competitors who, in the late 1990s, primarily opted for a commitment to motorsport, and it has generated a major boost in brand recognition in our main European markets."
Mr. Setzer added that Conti will continue to run sports-themed campaigns elsewhere such as Asia Pacific, Middle East and North America to raise brand awareness, he explained, but will focus on the Vision Zero campaign in Europe.