The Background: Phase 1
150-year old Continental Automotive was primarily known, across the world, as an automotive components manufacturer.
However, internationally, the company had transitioned to technology company, and the same had to be reflected in India.
The company also wanted to reach out to newer audiences, highlighting its work and capabilities in the Indian market.
Our Approach
While we focused on reinventing the way the news/information is shared, these were the prime considerations while devising the strategy and messaging.
We used a mix of traditional PR approaches, while integrating new media into our strategy. Some of the initiatives we took towards achieving the goals included focusing on thematic areas, simplifying the technology, shaping the content to suit different audiences, educating varied audiences and use of visual communications.
As a global brand with 150-years of legacy, the perceptions were varied and fixed. Over the course of 18 months, we gradually introduced the new offerings and initiatives of the company - ranging from technology to CSR - to new audiences including new age technology media via FAM trips, interviews, demos, video displays and more.
Some of the unique initiatives undertaken included a video press release and utilising raw video content to create user-friendly, timely content.
The Impact
Continental had a strong and consistent increase in Share of Voice over the 18-month period. The company also earned a lot of positive sentiment in times when there was considerable negative sentiment about the industry. And this was just in Phase 1. More details on Phase 2 coming soon!
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Want to know more details? Drop us a line on hello@pcg-ww.com
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