We supported Continental in its communication strategy and the implementation of its activations during the Tour de France. The goal was to renew Continental’s presence at the Tour while strengthening the brand’s image and recognition.
Today on the road, cars, bikes, scooters, and electric scooters must learn to coexist, and Continental has made this its mission. To support this, we developed the “Share the Road” concept to convey various messages about sharing the road among different users.
With four fully electric light vehicles and a float representing the various modes of mobility equipped by Continental, we designed a modern, original, and unprecedented setup.
For the first time at the Tour de France, a moving carousel was installed on the float, allowing brand guests to fully enjoy the immersive experience within the promotional caravan.
To delight the 12 million spectators, we came up with the idea of creating a reusable, unique, and iconic giveaway: the Continental Banana.
As a major partner, we also managed the protocol setup for Continental, including the creation of the new Stage Winner medal.
A CSR commitment
We implemented concrete actions:
