CONTINENTAL

PROJECT TASK
March 2013 | The objective was to develop sales and marketing collateral specifically for the APAC region to support Continental's local sales force and enhance Continental's brand image in the region. To meet the needs of the sales force, we needed an in-depth insight into the B2B sales process. The results also had to meet Continental's high quality standards, which was no easy challenge.

DESIGNPROCESS
At the beginning of the project, we visited Continental operations in Shanghai and distributed questionnaires to selected sales employees throughout the APAC region. In addition to the questionnaires, targeted interviews were conducted to get a better feel for the daily work of the sales staff and to find out which documents are required for more efficient sales activities. The focus of the project was on the sales kit, the so-called CONTIRIDE SALESNAVI: a ring binder with a sophisticated haptic design that presents professional graphics and infographics on over 100 pages.

RESULTS
The CONTIRIDE SALESNAVI B2B Sales Kit with its silicone rubber cover conveys a strong brand identity at first glance. Tire profiles running across the cover alternate with the key words of the Continental brand, such as "technology driven", "premium" and "heritage". For B2C communication, WILDDESIGN developed new tire badges for the entire product portfolio of the APAC region. These are based on the corporate identity guidelines and should be easy to understand and self-explanatory for the user. Our tasks also included the design and production of the CONTI-WHEEL, an interactive selection screen that helps the end user to choose the right tires depending on the desired "driving experience".

WHAT WAS THE WILDDESIGN PART?

• APAC Sales Kit (B2B)
• Interactive product selection screen (B2B and B2C)
• Product badges x 5 (for the 2015 launch)

SIMILAR PROJECTS:

• SIFEC
• DEMAG