Marketing material Facelift for the German tire giant

Our task was to develop localized sales and marketing materials in order to assist Continental’s salespeople and enhance the company’s brand image in the APAC region. To meet the needs of the end-users, in this case their sales force, we required a solid understanding of their B2B sales process. The results also had to meet Continental’s high standards of quality, a process that would prove demanding.

The project kicked off with visits to Continental shops in Shanghai and questionnaires being sent out to select sales team members across APAC. Some of the questionnaires were followed up with interviews to better understand their daily work and what resources were needed to improve sales performance. The main focus of the project was the physical sales kit – the CONTIRIDE SALESNAVI – which included over 100 pages of graphic design layouts as well as the elaborate structural design of the ring binder. A lot of hours were spent on manufacturing support, primarily finding the right suppliers and confirming all samples to ensure conformity with Continental’s brand identity and quality requirements.

The silicone-rubber-covered CONTIRIDE SALESNAVI B2B sales kit crafts a strong brand identity at first glance, with the wheel tread patterns across the binder mixed in with Continental brand statement words like “technology driven,” “premium” and “heritage.” For the B2C communication component, WILDDESIGN developed new tire labels (not yet launched) for the APAC region’s full product portfolio, following corporate identity guidelines while aiming for a clean, self-explanatory user interface. We also designed and handled the complete manufacturing of the CONTI-WHEEL, an interactive paper wheel designed to help the end consumer choose the right tires based on what type of “ride experience” they’re seeking. After these successful project results, WILDDESIGN is happy to continue our collaboration with Continental APAC, and we are currently working on a number of new projects.