The start of April saw global tyre giant Continental Tyres leverage its AFL partnership through the launch of a campaign called ‘Continental Tyres Bald Stars’: an Australian marketing push based around a team of iconic bald AFL players on a mission to raise awareness of the dangers of bald tyres.
The global tyre safety company, now in its second year as a major sponsor of the Toyota AFL Premiership, has put together a team of legendary footy stars – all bald – to bring to life the idea that ‘bald is unstoppable’ both on the field and on the road. The former AFL player ambassadors are Barry Hall, Nathan Jones and Bachar Houli and the current players Steele Sidebottom, Zak Jones and Paddy Ryder.
The integrated campaign spans paid, owned and earned channels in the lead-up to the spike in Easter holiday road trips and the objective is to drive home the message that one-in-three Australians are driving on bald or unsafe tyres.
The campaign is led by a hero spot which apes classic, hype-style sports marketing creative but a fresh twist. The ‘Continental Tyres Australia Bald Stars’ film, which dropped across the brand’s platforms from 3 April comes in 60- and 30-second versions, is backed by a ‘Behind-the-Scenes’ video and social content support,
The creative executions seeks to encourage viewers to learn more about the ‘Continental Tyres Bald Stars’ and tyre dangers at baldstars.com.au
To further support the initiative, Continental Tyres partnered with Youthsafe: a charity that educates young drivers on road safety. There is also a limited edition set of signed and framed ‘Bald Stars’ jerseys available with fund raised going to support the charity’s work – with Continental Tyres matching every donation. Jerseys can be purchased from the campaign’s web platform.
The campaign was created by Continental agency partners TBWA\Melbourne and Eleven PR and uses a blend of sport and humour to encourage behavioural change.
“Our aim was to leverage our AFL partnership to share an important community road safety message that aligns with driving awareness of Continental Tyres as a global leader in tyre safety,” said Continental Tyres Managing Director Mitchel Golledge. “Given the unique creative campaign, we can stand out in a sea of other AFL sponsors and reach new audiences in Australia that will assist us in driving our brand awareness locally, which is a key objective for our brand.”
TBWA\Melbourne & Eleven Group Creative Director Matt Stoddart added, “Road safety is something that you usually wouldn’t joke about. Unless of course, you have a bunch of bald AFL players delivering the message via their bald heads.”
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