The Moment and Continental Tyres are proud to unveil a fully integrated campaign activating the brand’s sponsorship of this summer’s UEFA European Championships.
#DesignatedDrivers, which launches on Wednesday 20th, celebrates the unsung heroes of football who drive football fans to the game safely each week. The campaign will run across TV, digital, social and radio.
The hero film puts a spotlight on the work done behind the wheel by parents, best mates and long suffering coach drivers who transport a total of 450,000 UK football fans to games every week.
Fans are invited to thank their own Designated Driver by sending them a simply personalised film – a mechanic which also enters them both into a draw to win a VIP trip to UEFA EURO 2016.
The campaign also features a month long collaboration with the world’s biggest sports radio station, talkSPORT, which broadcasts between 20th April and 20th May, in advance of UEFA Euro 2016 The radio station, which reaches more than 3million football fans every week, will invite listeners to call in to thank their Designated Drivers for a chance to win VIP tickets to the UEFA EURO 2016 final.
This is the start of an exciting new partnership between Continental Tyres and The Moment, winners of The Drum’s Best Branded Content Campaign of 2015.
Commenting on the campaign, Marketing Communications Manager, Peter Robb at Continental Tyres, said: “Our messaging is about getting you to game safely, which means the drivers occasionally get forgotten. So we wanted to celebrate and reward these unsung heroes by giving them an unforgettable trip to the UEFA EUROs 2016. The Designated Drivers campaign delivered by The Moment gave us perfect opportunity to do so.”
Matthew Weiner, Senior Strategist at The Moment, added: “We are incredibly proud to be working with Continental Tyres and to have created a campaign which celebrates those heroes of the game who keep the wheels of football turning.”