Aim

To activate Continental Tyres sponsorship of Euro2016 with a message of safety to increase brand consideration among UK and Ireland football fans.

Insight

To make the concept of safety cut through we made it personal and emotional by celebrating those friends and family that drive you to the match each week.

Approach

An uplifting campaign that invites football fans and Sunday League players to celebrate those Designated Drivers who get us to the game safely while we nap, snack and chat in the back.

The launch film’s storyline made up of three key personas enabling us to atomise the content and target these audiences with personalised content across social.

Viewers were given the chance to send a digitally personalised thank you to their very own designated driver and by doing so both were entered into the competition to win VIP tickets to the Euros.

Listeners to TalkSport were invited to call in and give a shout out to their designated drivers on match days.