2008.06.17

Hanover, May 2008. The Berlin agency MetaDesign hired by Continental’s Commercial Vehicle Tyres division has been presented with the 2008 iF communication design award. The 16-member jury has thus endorsed the new visual imagery of the Continental Commercial Vehicle brand.

The background of the project was a strategic re-orientation of marketing communications. The aim of the re-orientation was to clearly orient product advertisement around customers. Therefore they are at the center of the imagery. “It is our customers who deliver our bread, take our children to school and build our houses,” says marketing manager Dr. Michael Korpiun. “It was therefore only logical to put them at the center as ‘everyday heroes’.”

In line with the increasingly global presence of Continental, the pictures were taken in Sao Paolo, Brazil, and in Shanghai, China, in addition to Europe. At the same time, they thus reflect the international range of Continental’s customers and it was important for the company that the customers see themselves in the communication.

In addition to the new imagery, new customer segmenting has been introduced to the brand communication that is marked by content and form. The black and white pictures that have now been awarded increase the identification with the product.

Notice: you will be able to download this press release and the related images under downloads.

With targeted annual sales of more than €26.4 billion for 2008, the Continental Corporation is one of the top automotive suppliers worldwide. As a supplier of brake systems, systems and components for the powertrain and chassis, instrumentation, infotainment solutions, vehicle electronics, tyres and technical elastomers, the corporation contributes towards enhanced driving safety and protection of the global climate. Continental is also a competent partner in networked automobile communication. Today, the corporation employs approximately 150,000 people at nearly 200 locations in 36 countries.

The Commercial Vehicle Tyres division, which oversees the development, production and global distribution of truck, bus and industrial tyres, posted a turnover of approx. €1.5bn in 2007 with a workforce of over 8,000 employees.

The tyre divisions are an Official Sponsor of UEFA EURO 2008TM, which will be held in Austria and Switzerland in June 2008. For further details, visit the websites www.ContiSoccerWorld.de, www.ContiFanWorld.com and www.conti-online.com.