Continental Tire North America has assigned its$5 million account to Boone/Oakley.
Charlotte, N.C.-based Continental, a subsidiary of German tire maker Continental AG, wanted to work with a local agency.
"We liked their thought process and their creative. They came with four separate ideas," said client marketing manager Jeff Miller about the Charlotte shop. "Their output was phenomenal."
The creative team of John Boone and David Oakley, who broke away from The Martin Agency of Richmond, Va., last fall, outperformed Long Haymes Carr of Winston-Salem, N.C., and crosstown rival Indievision in presentations to the U.S. division and, ultimately, its European parent.
The Zimmerman Agency, the incumbent in Tallahassee, Fla. did not participate.
"We were looking for someone who could attract awareness without spending a lot of money," said Miller. "What first attracted us was the Bush-Gore billboard they created for 123hire.com."
Creative efforts break in early March with billboards in the Charlotte, Detroit and Phoenix, Ariz., test markets. Print will appear in Road and Track, Car and Driver and Sports Illustrated. Broadcast will break in late spring and is expected, per Boone, to tie into an event like the National Collegiate Athletic Association basketball finals. A national launch will follow.
BMW, Mercedes and Porsche cars are factory-equipped with Continental tires, according to Miller. "We have a huge presence in Europe, but not here," he said.
Brand building for the client, which changed its name from Continental General Tire to echo its parent, is the shop's first chore.
"They have a campaign in Germany that's working well," said Oakley. "We had to demonstrate why our campaign was more in line with what was needed here."