Continental

Photo Finish

2019

In 2018, we rushed to activate the Continental Tyres brand in Porto's two main athletics events - the Porto Marathon and the São Silvestre Race - which the brand sponsored.
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Before hitting the road, we set ourselves a goal in line with the pedigree of this multinational car manufacturer and the Zero Accident Vision that guides its activity. So we set "safety first".
On the spot, we challenged athletes and their companions (or anyone else present) to take the best pose on arrival at the finish line. The results of this photogenic challenge were published on the brand's Facebook page for voting.
Of the 20 that received the most likes, the Continental jury chose the most creative and the winner receives a pair of trainers developed in partnership with Continental and Adidas. As well as the first place trainers, the top ten finishers won a special watch for racing.
Once the motto had been defined, we developed an activation that would do it justice. We created Photo Finish ContinentalThe event featured a stand in the shape of a finish line gantry. The action not only projected the brand's image during the delivery of the participation kits, but also served as a stage for a hobby that extended to the digital environment.
During the two races, they passed our finish line more than 2,000 participants. In addition to addition of almost 1,000 new followers on Continental's Facebook page and a huge amount of interaction between the likes, messages, tags and shares of the photos.
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