TBWA\Melbourne

Client: Continental Tyres
Product: Tyres
Title: Continental Bald Stars
Media: Integrated campaign
Country: Australia
Date Of Campaign: 4/4/2022

Background: Driving on bald tyres is more dangerous than driving drunk. Yet despite this, statistics showed that 1 in 3 Australians still choose to drive on them. It was clear that traditional tyre safety campaigns weren’t working. Continental Tyres, one of the world’s leading tyre safety pioneers, needed to find a way to get Australians to pay attention to their tread.

Idea: We turned to Australia's favourite sport, the AFL, a sport where bald heads are synonymous with some of the most unstoppable players of all time. In a first for the tyre category, Continental Tyres partnered with six of the biggest and baldest AFL players to form an all-star team devoted to tyre safety known as the Bald Stars. Each player's bald heads became an ongoing tyre safety symbol showing that baldness is as unstoppable on the road, as it is on the field.

Results: The campaign reached 40 million people with 100+ individual pieces and over 30 minutes of broadcast coverage across all major outlets. But more importantly, it put bald tyres top of mind for Australians, resulting in a 4450% increase in bald tyre searches.