COMPAGNONS DE ROUTE

CONTINENTAL BENELUX • TOUR DE FRANCE

Germany’s tyre and brake manufacturer Continental AG has been a partner of the Tour de France since 2017. In 2022, they contacted us to help with their product attribution through on- and offline activation. The idea? To give people – and notably prize-winners – access to one leg of the race as a Compagnon de Route.

We started by running an influencer campaign centred around ex-cyclist and media personality Ine Beyen, the perfect Compagnon de Route for reaching Belgian and Dutch cycling and travelling fans.

Between May and August, we ran three waves: the contest launch; announcement of the winners (with suitable content coverage); and the last phase where the contest winners could follow Ine during the 6th stage of the Tour in Belgium.

The various phases got over 4 million video views in total, from over 1 million people. The most surprising result came from prize-winner Robbe Van Lier who called it, “The most beautiful day of my life, even better than the day I married my wife last year”.