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).
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Scholz & Friends Zurich focuses on the desire for something new for the new Opel Mokka-e. Under the motto "Don't show what you have, show who you are," the attitude that characterizes the new Opel Mokka-e and embodies Opel as a brand is clearly expressed. The campaign is also intended to strike a social nerve: Rethinking, starting anew and leaving the ordinary behind - this is quite refreshing after the long months of perceived standstill, even when it comes to choosing a car brand. With the new Mokka, Opel wants to make bold design and innovative technology accessible to everyone - without elitist posturing and premium prices.
With TV spots and out-of-home, the campaign aims to quickly create general awareness for the new Opel Mokka-e. Digitally, the focus is on lead generation. To this end, Scholz & Friends Zurich has developed a highly individualized campaign geared to different target groups. The target groups are to be addressed consistently throughout the entire customer journey with programmatic advertising materials and numerous dynamic landing pages tailored to them.
The multi-stage campaign was launched with an online teaser phase. Cooperations with influencers, attention-grabbing branding days and retailer communication rounded off the range of measures.
Responsible at Opel Switzerland: Andreas Bückmann (CEO), Marius Schwering (Director Marketing), Lukas Hasselberg (Team Leader Communications), Delia Bär (Marketing Communications Manager). Responsible at Scholz & Friends: Luca Stancheris, Maira Weidmann, Aster Loerli, Roger Krage, Joana Faria, Fabian Esslinger, Martin Stulz, David Fischer, Christian Vosshagen (Creation), Alex Herrmann (SHB+), Maike Hoff, Paulo Zenz, Marc Gooch, Mathias Rösch, Tobias Händler (Consulting & Strategy). Film production: The Shack. Media: Mmb media agency, Capture Media. Digital Setup: Emil Frey Digital.
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Everyone is talking about electromobility and the future of driving. But instead of just talking about it, we should be doing something about it. The campaign slogan for Opel Corsa-e is: "Beautiful to look at. Even more beautiful to drive."
The current 360-degree campaign starring Jürgen Klopp is designed to underscore this statement. The 2019 World Coach of the Year has been an Opel brand ambassador for seven years.
In a brief journey through time, the Liverpool trainer strolls from a utopian future metropolis to the backdrop of a Western town with a high horse population in a film set in the middle of a current TV interview discussing sustainable locomotion and zero-emission driving.
The spot is intended to illustrate that environmentally conscious driving in no way has to mean a lack of fun and well-behaved design.
FCB Zurich has been responsible for Opel's market presence since the beginning of this year and has tailored the campaign to the Swiss market. The campaign is being used in TV, print, out-of-home, social media and other digital channels and has been running since Thursday.
Responsible at Opel SuisseMarius Schwering (Director Marketing); Aline Massaro (Marketing Communication Manager). Creation: Velocity McCann; Giulia Martinelli, Mark Levay (FCB Zurich). Responsible at FCB ZurichCornelia Harder, Seda Sirin, Sina Gelin. More: MediaCom, Recording Studio Z.
For the fact that half of all car purchases are made by women, there are surprisingly few female car salespeople. Almost none at all, in fact. But there are certainly women who would like to be advised by a woman when it comes to cars (whether that's really the case - you'd have to ask them). Many women probably wouldn't even think of applying for the typical "man's job" of car salesman, even though they might be best - or even better - suited for it.
This is in stark contrast to other industries, where the proportion of women is very high. For this purpose, JWT has created the fictitious company Jade - Lifestyle & Design was founded and personnel was sought. At the same time, the company placed an Opel ad, which was once again answered only by men. To enlighten the stunned female Jade applicants that they had their sights set on a completely different position.
The clou with the logo - a nice twist. The probability that the candidates shown in the case film are real applicants is probably rather low. But that doesn't detract from the good idea - once again. (hae)
Opel apparently expects little interest from the public, especially since no really new model could be presented. Only the presentation of the Combo small commercial vehicle is planned for later in the year.
Opel is under considerable pressure to cut costs following the takeover by PSA. Short-time work is being introduced at all three German sites in Rüsselsheim, Kaiserslautern and Eisenach, and the future product range is also being heavily trimmed for efficiency. The Combo, a small delivery and tradesman's van, is already a joint development with the Group's sister companies Peugeot and Citroën.
In the future, the company intends to focus more on its own events for product launches. The company will participate in trade fairs if it makes sense from a business and communication point of view. (SDA)
Actually, the whole thing is so simple that you wonder why someone didn't come up with the idea sooner. But good things take time, as we all know.
JWT left the promotion of the new Opel Online Edition in the Netherlands almost entirely to YouTube users. The highlight: They could buy a car with YouTube views. Views of the video they shot during their test drive of the three Online Edition models Karl Rocks, Corsa and Astra and posted on YouTube.
The calculation: the price of the car in euros multiplied by 40 = the required number of views. The cheapest model required just under 600,000 views, while the most expensive cost just under a million.
Of course, with this surprising concept, you have to be able to clearly identify organic views - but that's probably not a problem with the collaboration with YouTube.
What remains is an ingenious idea. Because what sounds like a well-intentioned marketing stunt at first glance is actually cleverly invested advertising dollars. Users flood YouTube with films about their own product, eagerly promote their own film in social media in the hope of virality - and in the end, only the really successful filmmakers have to be paid out. For whose commercials you didn't have to buy attention, but were loved enough by viewers to watch them voluntarily hundreds of thousands of times.
A nice advertising environment for the price of a car that probably costs less to produce for the percentages than any full-page ad in a daily newspaper.
In the middle of the year, Yuri Schuurkes became the first person to buy a car with one million YouTube views. bought - his Spider-Man test drive has over five million views today.
Opel is now said to be considering running the successful campaign in other European countries as well. Influencer marketing rethought - there's probably not much to be said against it. (hae)
If we group together the presence of Audi, VW, Mercedes, BMW and Opel as examples, this results in almost 50 percent brand visibility on social media, forums and online news. The French and Japanese manufacturers, on the other hand, buy more than 75 percent of their brand presence through advertising channels.
Despite "Dieselgate," a study of the combined advertising and media presence of a total of 20 car brands in Switzerland shows unexciting values. The media presence refers to online media. Brand perception and tonality across different manufacturing countries shows hardly any differences. Even the relevant values for the VW brand appear to be just as unobjectionable in relation as for other brands.
The data come from the Brand Visibility Analysis from Media Focus. "Total Brand Visibility" links brand presence data from advertising, media coverage and consumer experience. The integral visibility of a brand is always placed in relation to the competition.
Header photo: Pixabay
The focus is on the up-and-coming Basel comedian Joël von Mutzenbecher and his personal approach to driving. The campaign with audio-visual contributions, integration of social media channels as well as print advertising media (posters, ads) serves to raise awareness of the ASAG house brand Opel. The traditional German brand has been part of ASAG's portfolio since the beginning of 2015 and is in the midst of an image transformation.
Campaign website with videos and contest
In terms of content, the campaign focuses on Joël von Mutzenbecher's development from novice driver to car and Opel expert, supported by ASAG and its Opel Center Basel in Gellert. Joël's learning process is documented in entertaining video episodes. The videos with a street survey to get started and episodes together with the driving instructor are available on the Facebook presence of the Opel Center Basel and the central hub of the campaign at the URL Joel-opel.ch can be called up. The first thing that catches the eye on the campaign website is the prominent key visual. The visual, including a link to the URL, has also been greeting visitors from numerous selected billboard locations in the Basel region since the campaign was launched in March. A competition with a tour of the Opel headquarters in Rüsselsheim as the main prize rounds off the website content.
Joël von Mutzenbecher's involvement fits in well with the marketing strategy of Opel and ASAG. Some time ago, the German corporate headquarters made a name for itself with its umbrella brand campaign "Umparken im Kopf". The aim of the campaign was to break down the prejudices surrounding the brand, which had long been considered dusty or even staid. As early as the beginning of 2015, WS Kommunikation broke down the slogan on behalf of ASAG to its commitment as the new brand representative in the Basel region: "Opel parks around, ASAG gets in." was the slogan. The campaign with Joël von Mutzenbacher, an up-and-coming stand-up comedian who exudes youthful charm and mischievousness, picks up on this thrust and makes Opel tangible for a younger audience as well.
Responsible at ASAG: Jasmine Gasser (Head of Marketing). Responsible at WS Communication: Reto Meyer (overall responsibility), Nadine Wolleb (consulting), Markus Stöckli (creative director, illustrator), Moritz Schibler (text), Alexander Bürgin (web development, graphics), Joe Werner (graphics). Partner: Beetschen Studios (Film).