Last but not least: a few pictures say more than a thousand words
The Source agency has designed an unusual form of press release for Opel Adam: A multi-part photo novel. This was initially produced in two episodes and 23 languages.
The story is structured in three parts - the first part, entitled "It's just a code name", is dedicated to finding a name and communicating the facts about the new car. Three weeks later, in the second part, the name "Adam" was unveiled and explained. The third part, which is currently being prepared, communicates the first press images and explores the myth surrounding the name Adam.
The stories were communicated exclusively online and via various below-the-line measures. The photo novel was used to communicate the name of the new Opel Adam vehicle throughout Europe. The Source agency developed the content and design concept and implemented it with photographers on location. The primary target group was automotive journalists in 27 European countries as well as various web communities.
All of the people involved are real characters who are involved in the development of the new vehicle at Opel. They were directly involved with their character traits. The result is a Bravo novel that, for once, is not about the sexual difficulties of teenagers, but about the name of a car. Instead of a concise press release in 4 sentences, the car journalists are presented with a photo novel. It's a good thing that car journalists, unlike the rest of the industry, are not under time pressure.
Opus 1 "It's just a code name"
Opus 2 "The unveiling"
Opus 3 "Adam's music"
