CONTINENTAL:
persuasive GLOBAL STORYTELLINg

BECKER CREATIVE gave Continental a sharper profile by

• acting as a brand ambassador, producer and publisher

• producing over 100 multimedia stories worldwide, including video/film and photo essays

• building a custom show car and providing live news coverage

• directing, ghostwriting and marketing content

• developing and producing a diverse array of case studies, brochures and PR material

Continental is a German automotive manufacturing company—and the world's fourth-largest tire manufacturer. We were hired as brand ambassadors, producers and publishers to help promote the Continental brand in various markets.

We developed compelling stories and content from races and events from all over the world, including the Rolex 24 at Daytona, the General Tire Mint 400 and SEMA in Las Vegas, the Experimental Land Rover Tour in Cochabamba, Bolivia and the 24-hour race at Nürburgring in Germany.

Ultimately, we produced more than a dozen videos from an international perspective, including CONTINENTAL EXTREME (filmed in the USA and Dubai), the CHROMJUWELEN ROAD MOVIE (filmed along the east coast of Florida), and the BARUM CZECH RALLY ZLÍN (filmed in Zlín, Czech Republic).

And in order to tell more of the story, promote the Continental brand, and inspire customers around the world, we’ve developed hundreds of multimedia stories, photos, news articles, case studies, and more.

MINT 400

We helped Continental introduce its American brand General Tire to the European off-road tire market. To do so, we produced several videos from the annual Mint 400 off-road race in the desert near Las Vegas, Nevada. The videos not only helped demonstrate outstanding tire performance in some of the most grueling conditions imaginable, but also helped bring the brand to life in Germany and the rest of Europe as well.

The videos we produced for Continental were published on the AUTO BILD and CHROMJUWELEN websites and broadcast on German television networks. (All of our videos for Continental are available here.)

CONVERSATION PIECE

A picture can paint a thousand words, but sometimes you need something more to get the conversation started…

That’s why we built a custom show car to help promote Continental’s General Tire brand. We took a vintage 1972 International Harvester Scout, re-built it, and re-branded it, allowing it to tell especially compelling stories. And we didn’t limit our creativity to just the vehicle itself—we used it in unexpected ways and various contexts across all the videos, and multi media content we produced.

ROLEX 24

Likewise, at the 24 Hours at Daytona (Rolex 24), we documented Continental tires and performance from a behind-the-scenes perspective through various photos, news articles, and industry reports.

CONTINENTAL EXTREME

To show a different side of Continental tires, we followed an American dream. In producing the film CONTINENTAL EXTREME, we took an American classic car (a 1964 Imperial Crown) on a road trip from Los Angeles to Las Vegas. Our ultimate destination was SEMA, America’s biggest show event for modified cars. But we created unique portrayals of Continental tires at every stop along the way.

DUBAI

For a second installment of telling the CONTINENTAL EXTREME story from a global perspective, we visited the Dubai Motor Show. Providing live news coverage and industry reports, we also showed how the Continental brand was an important part of the international auto scene—and a key player for its partners in the auto market.

Case studies

Alongside our film making, editorial work, and ghostwriting for Continental on social media, BECKER CREATIVE developed and produced diverse array of case studies, brochures, and PR material as well.