1 #6/2014 ContiTireNews ContiTireNews For the online version please click here: > English version #6/July 2014 > German version Editor responsible under press law: Continental/Division Tires Alexander Bahlmann Head of Media & Public Relations PLT FIFA World Cup™ sets new records – Buettnerstraße 25 | 30165 Hannover Phone: +49 511 938 2615 Continental was a visible player in Brazil E-Mail: [email protected] Author: Klaus Engelhart 2 #6/2014 ContiTireNews › Tournament in Brazil thrills billions of football fans around the world › Continental benefits worldwide from increase in brand awareness › Moments of high emotion bring people together “We’re all world champions,” proclaimed German › Germany is the only country to have com- national coach Joachim Löw at the welcome peted in every semi-final this millennium. home party for the team and coaches in front › The country’s 4:0 win in the opening game of 500,000 fans in Berlin. Visibly moved by was also Portugal’s heaviest defeat in the the occasion, he went on to thank all those who World Cup. contributed to Germany’s historic victory. › The 7:1 win over Brazil represented not only Roughly 36 hours earlier his team had defeated the heaviest World Cup defeat for a Brazilian Argentina in the World Cup final in Rio de Janeiro team, but also the largest winning margin with a 113th-minute goal from Mario Götze. of all time in a semi-final. This was Germany’s fourth World Cup triumph, › Miroslav Klose became the first player ever following similar success in 1954, 1974 and 1990. to appear in four World Cup semi-finals. With the action now over, we are left to bask in › Klose’s strike to make it 2:0 in the game the memories of wonderful matches, spectacular against Brazil was his 16th World Cup goal, goals, and excited crowds in the stadiums and putting him out on his own as the compe- fan fests – and to reflect on any number of tition’s all-time leading scorer. moments when joyous victory and crushing defeat saw emotions spilling over. We can safely With so many historic highlights packed into say that no other major event worldwide attracts one tournament, it’s no surprise that TV viewing a level of media attention to compare with that figures in Germany went stratospheric. The seen at a FIFA World Cup. 32.57 million people who tuned into the semi- final represented an all-time high. And for the final with Argentina the figure rose further still, A record-breaking World Cup to 34.65 million – an incredible 86.3 percent of The FIFA World Cup 2014 in Brazil was a tour- the television audience at that moment. On nament of superlatives – and not only for the average 51.23 percent of the TV viewing public Germans; a whole host of new records were watched the live TV broadcasts from Brazil, set during the tournament. another new record. › This is the first time a European team has The global viewing figures have not yet been won the World Cup in South America. released, but the indications are that they, too, 3 #6/2014 ContiTireNews will hit unprecedented levels. According to data from FIFA, the television ratings for the group stage matches in the FIFA World Cup 2014™ in Brazil had already reached new heights, with the USA, Canada and Australia, in particular, posting impressive increases. Indeed, the group phase topped the previous highest TV viewing figures on a worldwide basis, too. These num- bers reinforce expectations that the global TV audience will exceed the 3.2 billion who tuned into the FIFA World Cup 2010 in South Africa. Continental rides on a wave of high emotions In addition to numerous sporting highlights, the World Cup also produced many positive images of the emotional rollercoaster experien- ced by those watching. In so doing, it created an emotional connection between the fans which transcended background, social status, age and gender. “For a global company like Continental, these were the ideal conditions Nikolai Setzer, Head of the Tire Division and in which to reach its target groups of football Member of the Continental AG, Executive Board fans and car drivers around the world. Indeed, the Corporation’s involvement in major inter- profile sport. It certainly attracts the most national football events over recent years has attention from the media worldwide. Studies made a sustained contribution to increasing conducted by Continental suggest the Corpo- the profile of the Continental premium tire ration reaches 100 percent of its core target brand, infusing it with emotion and, in so doing, group through its involvement in football. differentiating it from its competitors,” explains At the same time, the Corporation is benefiting Nikolai Setzer, Member of the Executive Board from a new trend; football is attracting an in- at Continental with responsibility for the Tire creasing numbers of female fans, a customer Division. At the same time, the strategy put in group tire manufacturers have not necessarily place by the marketing and communications found easy to reach up to now. Sponsoring decision-makers also sees them appealing to has therefore long since established itself the hearts and minds of these target groups. across all relevant levels of communications. Football remains, quite simply, an ideal platform Football associations encourage advertising, with which to achieve these aims. events and sales promotion measures to support dealers at the point of sale, while Permeating all relevant levels competitions and the dedicated football web- of communication site www.ContiSoccerWorld.com establish a For many years now, analysts have identified connection between manufacturers, dealers football as undisputedly the world’s highest- and consumers. 4 #6/2014 ContiTireNews Continental’s most important customers around the world were also delighted to receive invita- tions from the company – not only to Brazil, but also to Hanover in Germany, where Continental laid on an extravagant series of events with a Brazilian flavor. More than 2,000 guests flocked to the Corporation’s Contidrom proving grounds north of Hanover for the ContiCabana festival. The décor and furnishings, plants, Samba dancers and catering provided a feast for all the senses, recreating various facets of the Copacabana culture made famous by the host country for this year’s World Cup. Continental used ContiCabana to showcase itself as a company driven by tech- nology in every way, and offered guests the chance to experience for themselves the perfor- mance attributes of the latest Continental summer tires on board premium cars. The tires The premium bus tire ContiGol Urbano was developed included the new Conti.eContact specially devel- As an official sponsor of the 2014 FIFA World Cup™ in Brazil, Continental presented the latest car tire generations specially for Latin America markets. oped for hybrid vehicles, which celebrated its at the proving ground Contidrom. world premiere here as part of a presentation At the World Cup, Continental also made a and roadbook tour. And in the evenings, a notable contribution to maximizing the safety specially created beach with LED big screen of the world’s best footballers by kitting out provided a unique backdrop for outdoor the 32 team coaches with the ContiGol Urbano screenings of World Cup matches. premium bus tire specially developed for city traffic in Brazil. Continental has also demonstrated its sense of social responsibility in Brazil, where it employs In the run-up to the FIFA World Cup 2014™ in a total of more than 6,000 people, through its Brazil, Continental gave football fans numerous support for the UERE project. This educational opportunities to win World Cup tickets – complete initiative helps disadvantaged young people with hotel accommodation and travel. The from a Favela in Rio de Janeiro. Continental is package included a three-day trip to the Russia providing the funding to create an e-learning vs. Belgium group-stage match in Rio de Janeiro module for the project, so that the remarkable and a visit to selected destinations along the UERE-Mello method practiced here – a unique Copacabana. The winners from Denmark, educational approach of learning, eating and Germany, England, France, Greece, Portugal enjoying leisure activities together – can also and the Czech Republic were blown away by be rolled out easily in other countries. the wonderful atmosphere in the Maracanã Added to which, financial backing from the tire stadium, while insights into daily life in Brazil and manufacturer also allows children to attend visits to several places of cultural significance regular football training sessions close by. “Its also provided unforgettable memories. involvement in football around the world has Passion for soccer is omnipresent within the UERÈ kids. 5 #6/2014 ContiTireNews Awareness Development of Continental Premium Brand 100 % 93 % 2003 90 % 88 % 87 % 2013 80 % 77 % 78 % 71 % 70 % 76 % 74 % 60 % 61 % 60 % 59 % 51 % 50 % 45 % 40 % 30 % 30 % 20 % 10 % 0 % Germany France Spain Italy Great Poland Russia Britain brought about a steady increase in aided awa- One of the leading sponsors in international is sure to remain a visible presence on the began in 2010 – was extended in 2013, and reness of the Continental premium tire brand professional football football field in the future. However, it will focus broadened to include the MLS Cup and MLS in its key markets since 2003. Remarkably, this Over the past two decades, Continental has more intensively on sponsoring for regional All-Star Game. And the FIFA Confederations Cup even includes its home market Germany, where developed into one of the leading sponsors in events, in order to provide even more frequent 2013 and FIFA World Cup 2014 in Brazil were awareness of the brand already stood at an international professional football.