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2 8 • C o n t i C o r n e r run2stop challenge pits man against machine An exciting, if somewhat unorthodox promotions campaign, recently saw man being pitted against machine in the form of a team of professional runners taking on an Audi Q7, in a race that took place between Cape Town and Johannesburg in early August – all in the name of innovation and brand awareness. Common to both man and machine was Continental Rubber Compound Technology, which not only made its appearance on the ContiCrossContact SUV tyres fitted to the Audi Q7, but remarkably, also to the Adistar Ride 3 trainers. Russel Stewart, Marketing Manager for Continental Tyre SA explains: “The campaign was designed to drive home the message that Continental Tyre is at the forefront of leading technology and innovation in the rubber sector. “We wanted to put together an event that would showcase Continental’s latest innovation in rubber compound technology that is now part of Adidas’ top of the range road and trail running shoe, and of course, Continental’s world class tyres. And what better way to do it than having man up against machine fighting for first place, both on rubber compound technology from Continental.” Stewart adds: “This was a form of experiential marketing which actively promotes an interactive exchange between a brand and the consumer.” The 12-day race took off from The Tyre Guys First stop – ContiPartner in Citrusdal N1 City in Goodwood with both man and the Continental branded Audi making their way towards Citrusdal where the drivers’ first task was to locate the Citrusdale ContiPartner Store. According to driving team captain, Bradley Carnell (ex Bafana Bafana star), although the runners were running a direct route towards Johannesburg, they were being detoured with tasks and clues in various towns as a means of evening the score. As part of their course, the driving team was required to stop at 28 ContiPartner Stores on route and undergo a series of tasks. Despite the 1300km journey ahead for the athletes and just over 6000kms for the drivers, getting to the halfway point had not been an
The running team captained by radio personality Brad Brown (94.7 Highveld Stereo) at the start event held at The Tyre Guys N1 City Cape Town easy ride with a further obstacle of sub-zero weather conditions. Says running team captain, Brad Brown from 94.7 Highveld Stereo: “This was certainly a challenge! We were battered by some really strong winds which made it a true test of staying power. Running through the Karoo was exceptionally cold and despite being hit by snow, the team managed to remain in high spirits and made good time.” Fortunately, the runners reported that the Continental rubber compound on the soles of the trainers saved them a few hiccups by providing that extra-needed grip. Apparently, they managed to cover a greater distance on the stretch from Wellington to Ceres, which relieved the pressure somewhat from the Sutherland leg. A gruelling 12 days and many small towns later, and after a long and tiresome journey, it was the driving team who cruised to the finish line first, with the exhausted runners hot on their exhaust pipe. The drive team, official winners of the 2011 Run2Stop Challenge. Helman Mkhalela (ex Bafana Bafana player and star winger; 1993-2000) The runners looked incredibly relieved to have hit the final destination and received a warm welcome from the Continental staff and press members who had assembled at the Constantia Kloof ContiPartner store to welcome them. But just when both teams thought that the challenge had ended, there was one last task ahead: The Conti-Castle competition. This involved the two teams each having to create a tricky balancing act of a tower of tyres with Adidas shoes, all in the name of raising money for the Sports Trust. Speed machine and current world record holder over 50 miles, Bruce Fordyce and his team of Andre Arendse, Roger de Sa and Gavin Hunt managed to keep their Conti-Castle intact, winning R10 000 for the Sports Trust, thereby adding to the R10 000 total already donated to the Sports Trust at the start event. Recapping on the event, Stewart says: “The event was all in the name of showcasing excellence as we pit man against machine, C o n t i C o r n e r • 2 9 across tricky terrain, on Continental’s latest rubber compound. The campaign proved a massive success as both the running and driving team were well received in every town visited. Well done to all those who made this possible – the mere fact that the running shoe is now being referred to as the Conti shoe is testament to Continental’s strength as a premium brand in South Africa. Interest and hype around this event was such that it even elicited the start-up of Continental’s own Facebook page, with followers providing comment and offering suggestions over the 12-day period. A prize was offered for the ultimate fan on Facebook that consisted of an ultimate driving experience for the fan and a friend in an Audi R8 at Audi Driving Experience, all expenses paid. Stewart hints that the event might even be repeated next year, and if it is there will be an even greater emphasis on social responsibility and leaving a lasting legacy on the little towns along the way. Helman Mkhalela who attracted attention with local communities as the running team passed through smaller towns.
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Congratulations! to our previous competition winner - SA TREADS

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