Saatchi & Saatchi and Prodigious for Opel: Of things that don't last forever
Since the beginning of 2023, the two agencies Prodigious and Saatchi & Saatchi have been looking after the client Opel Switzerland. Now the first major campaign has been launched, promoting the special Opel "Corsa Now" model. Saatchi & Saatchi is responsible for the creation, while Prodigious orchestrates and realizes the entire implementation of the 360-degree campaign.
At the center of the communication are the "Corsa Now" special modelswhich are available at a preferential leasing rate at the Opel partner. And it is precisely this spontaneous availability that is the creative core of the campaign: Under the motto "Some things take forever. Others don't.", commonly known situations from everyday life are taken up with a wink, in which one has to wait forever for something. These are contrasted with the immediate availability of the Opel "Corsa Now" special model.
"In times of delivery bottlenecks and waiting times for many products, the campaign clearly brings the benefit of direct availability to the point," explains Sören Schröder, creative director at Saatchi & Saatchi. "At the same time, it is close to the lifeworld of the target group, which can perfectly empathize with the situations shown." Accordingly, the key visual also shows the Opel Corsa Now in a setting that many encounter almost every day: "quickly" grabbing a "coffee-to-go" before work.
On social media and in display ads, other everyday situations are addressed humorously - including waiting in front of the microwave, assembling furniture, and long loading times for digital content. The radio spots also address typical situations that take longer, such as the inevitable call to a telephone hotline.
One central idea, numerous touchpoints
The Corsa Now presence is designed as a 360-degree campaign and will be played out across a variety of online and offline touchpoints, including regional daily newspapers with Opel partner integration in around 125 versions. "With this deployment strategy, we are offering generous visibility to all Opel partners," says Christina Jaldon, Opel's head of marketing. Further, the campaign idea will be played out in radio, social, digital, branding days and various dealer advertising media.
Responsible at AO Automobile Switzerland: Christina Jaldón (Head of Marketing), Delia Bär (Marketing Communication Manager), Jeslyn Grünewald (Digital & CRM Marketing Manager). Responsible at Prodigious: Susan Baumgartner (Client Lead Opel), Aita Hasagic (Project Manager), Laura Marlen Gutknecht (Junior Project Manager), Suzana Kovacevic (Art Buying), Prodigious Factory for implementation and image editing with Adrian Häni, Martin Ottinger, Nik Hidber, Philip Zubler, Andy Günter, and many more. Responsible at Saachi & Saatchi: Sören Schröder (GF Creation), Lennart Adam, Nuria Voss (Text), Remy Steinmann, Vanessa Savi (Art Direction), Romina Plesca (Consulting). External partners:inside: Lina Production, Sebastien Staub (Photography), Jingle Jungle (Sound Studio), Mario Lüthy (Media, Online Marketing), Sally Hess (Media, MMB Media Agency), Staay (Landingpage).
