The Barum brand has launched a campaign aimed at educating young drivers about safe driving in difficult conditions. Hand Made is responsible for the idea and creation.

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Young drivers often display bravado and a desire to prove their skills behind the wheel. In its latest campaign, Barum, in cooperation with the Hand Made agency, encourages them to attend training sessions at driving improvement centers. This allows them to verify their skills in safe, controlled conditions, while improving safety on the road - especially when they use Barum Polaris 6 tires.

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How to effectively talk about safety among young drivers? It's more difficult than it sounds. Studies show that people in this group often have a high opinion of their skills behind the wheel, so directly questioning their beliefs could alienate them from the brand. Instead, together with Hand Made, we decided to capitalize on this sense of confidence. We encourage them to prove their abilities while offering them the opportunity to improve. By doing so, we strengthen their self-esteem, cleverly directing their attention to Barum's most important brand value - safety.

Karolina Pochwała
Digital and Brand Marketing Manager w Continental

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As part of the cooperation, Hand Made agency prepared key visuals, a dedicated contest landing page, concept and campaign slogan. The campaign is also supported by the activities of influencers @Patrykxcars and @Tefcio on TikTok.

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We were not limited to standard converting ads and decided to give voice to two popular influencers. Each of them, despite their automotive specialties, has a different style of communicating with their followers, allowing us to reach a wider group. We opted for naturalness and authenticity. Thus, we avoided a one-sided message, offering the audience something more than catalog product information.

Bartłomiej Pałacki
Copywriter w Hand Made

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Barum is a brand of Continental AG. Continental develops pioneering technologies and services for sustainable and connected mobility of people and goods. Founded in 1871, the technology company offers safe, efficient, intelligent and affordable solutions for vehicles, machinery, traffic and transportation. Continental generated sales of 41.4 billion euros in 2023 and currently employs about 200,000 people in 56 countries.

The cooperation between the Hand Made agency and Continental includes activities related to the brand's daily communication on social media, including the preparation of materials and moderation. The brands have been working together since the beginning of 2024.

Hand Made has been designing real marketing solutions across all key channels for 18 years. The agency provides full-service strategic, creative and production support. Hand Made's effectiveness is confirmed by awards, industry reports and client evaluations, including being named four times among the best Polish advertising agencies in the Media & Marketing Polska report.