Local Firm Recognised Three Times at Loerie Awards

Continental Tyre South Africa (CTSA) was recognised three times at the
recent Loerie awards for the web-based game, The Power of Stop, which
was run as a campaign at the beginning of 2010 for the
ContiSportContact 5 P tyre. The game was designed by Hello Computer,
through the tyre firm’s advertising agency, Ogilvy Durban.

The Hello Computer and Ogilvy Durban creative team won awards won a
Bronze in the online category, a Silver in the mobile category and also
a Craft Certificate for the fun tyre game. All entries were in the
automotive product sector of the competition. The web-based game is
interactive and through playing the game, the player learns the
features that make the tyre innovative and special. The game can still
be accessed at www.thepowerofstop.co.za.

Marketing Manager Russel Stewart said, “It is truly an impressive
achievement and I must admit it was a very proud moment to be part of
the crowd when Continental
was mentioned in the midst of other top
brands like MTN, Vodacom, Alan Gray and the likes.”

Stewart says the ContiSportContact 5 P tyre is a high performance tyre
that offers maximum safety and driving pleasure for highly tuned cars.
“With precise steering and maximum grip under all conditions the
vehicle’s tyres perform to their full potential on the road. The
ContiSportContact 5 P doesn’t only go fast – it stops fast too. This
makes this product ideal for this stylised racing game that has
web-users addicted.”

All work at the Loeries is judged according to simple criteria,
including the work being innovative with excellent execution and
relevance to the brand, the target market and the chosen medium.

The Loerie Awards were first held in 1978, as a mechanism to support
and grow television advertising. Since then the awards have expanded to
encompass every area of brand communication including radio and print
advertising, design, architecture, direct marketing, non-broadcast
video, live events, and digital media. The awards are now regionally
focused on Africa and the Middle East, and only entries from these
regions are eligible.

The Loerie Awards is internationally recognised and is the only award
endorsed by the Association for Communication and Advertising (ACA),
the Creative Circle (CC), the South African Graphic Design Council
(Think), the Commercial Producers Association (CPA), the Digital Forum,
and the Communication & Advertising Forum for Empowerment

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