---
title: Continental
url: https://milk.se/case/continental/
type: case
updated: 2025-12-02
---

# Continental

> Milk developed the Swedish communication concept "Säkerhet startar med däcken" (Safety starts with the tyres) for Continental, based on the company's vision of zero accidents in traffic. The campaign runs year-round across print, radio, online, social and tactical channels, and since the collaboration began Continental's turnover has passed SEK 1 billion.

## Key facts

- Customer: Continental
- Delivery: Concept & campaign, Digital, Graphic Identity
- Continental has been a pioneer in traffic safety since 1871 and is one of the world's largest tyre and automotive companies.
- 40% of people don't know which tyres are on their car.
- The print campaign scored twice the average for message, attention and overall rating. One in three readers wanted to know more and get to a dealer.
- One in three new cars in Europe leaves the factory on Continental original tyres.
- Turnover has passed SEK 1 billion since the collaboration began.
- OBS value: 73 %
- Consumer purchase intention: 31 %

## Details

### Säkerhet startar med däcken

Continental has been a pioneer in traffic safety since 1871 and is one of the world's largest companies in tyres and automotive. The assignment is to build the global brand in the Swedish market, strengthen its strategic position as the premium choice and develop the tactical offering.

### Challenges

- Tyres are a distinct low-interest product, and 40% don't even know which tyres are on their car.
- Most competitors compete for attention in the same arena and at the same moment: when it is time to change tyres.

### The concept

Milk developed a Swedish communication concept that takes its starting point in Continental's vision of zero accidents in traffic. The concept "Säkerhet startar med däcken" works as a common thread (an "orange thread") for communication all the way from dealers to consumers. It allows a shift from brand-building communication to sales-driving messages, staying relevant in people's everyday lives throughout the year. It also shifts the focus from braking ability in dangerous situations to a secure grip all the way, to start a discussion that engages more people than the most dedicated motor enthusiasts.

The campaign runs year-round in print, radio, online, social and tactical channels.

### Print campaign results

The print campaign scored twice the average for message, attention and overall rating. One in three readers also wanted to know more and get to a dealer. In channels with a long path to the point of purchase, the focus is not on performance and product features. Instead, the vision and the promise of safety in everyday life are highlighted.

### Dealer relationships

An important task for the communication is to strengthen the relationship with dealers across the country. This is done through:

- **Conti Business Boost**: a digital toolbox that helps dealers grow and develop in their local market.
- **"På väg med Continental"**: a podcast and forum where product experts, ambassadors and the motoring press meet.
- **ContiLive**: a live-streamed online event that digitally gathers dealers from all over the country.

### Car brand channels

One in three new cars in Europe rolls out of the factory on original Continental tyres. To create awareness of the car's most important active safety system, the tyres, and to maintain the relationship with brand drivers, the messages appear in the channels of Volvo, Audi, Volkswagen and Mercedes-Benz.

### Resultat

Since the collaboration began, several milestones have been passed together. Turnover has passed SEK 1 billion, and the figures for awareness, attitude and consumers' experience of the brand have steadily continued upward.

- OBS value: 73 %
- Consumer purchase intention: 31 %