GRIPWORLD is Continental’s local content hub connecting all the dots and building relevant brand engagement context for cycling and running partnerships. In 2021, as part of GRIPWORLD activities, we had an important task - to activate Continental’s sponsorship of the Tour de France in a most relevant way on the local market in Slovenia. Main goals were to increase the ‘top of mind’ recall and buying intention among the target group while engaging the audience with exclusive content and B2B2C campaign. Executed sponsorship activities increased brand impact among the key segments - Slovenian drivers, cycling and TDF enthusiasts.
Localisation and development of the purpose-led #ShareTheRoad campaign (building the awareness and importance of coexistence of drivers, cyclists and other road users) is the next challenge which is being executed in partnership with institutional partners like AMZS, professional cyclist Matej Mohorič and recreational events such as L’Etape Slovenia by Tour de France.
