150 hours that made Opel a market leader
Integrated Creative Media Gold Effie campaign.
The brief was to reach people who have been waiting for a good opportunity to buy a new car.
However, Opel was not competitively priced and the brand was not the top choice when buying a car.
With this in mind, I created a communication concept that combines a promotional mechanism with Opel brand's 150th anniversary. Its claim: '150 hours of historical prices for 150 years" – provided an additional incentive to the target group to purchase, while emphasising that the brand, with such a long history, is trustworthy. The campaign consisted of two stages. The first "teaser" lasted three days and was a preview of the activities to come. In the second stage, there was a countdown to the end of the offer for 150 hours in all scheduled media. Each time, the uniqueness of the offer and the time constraints were emphasised. The creative approach of using traditional media, entertaining content and constantly refreshing messages positively influenced the perception of Opel and provided arguments for a purchase decision.
As a result of the campaign, Opel dethroned Skoda as the sales leader.
150 hours that made Opel a market leader
Integrated Creative Media Gold Effie campaign.
The brief was to reach people who have been waiting for a good opportunity to buy a new car.
However, Opel was not competitively priced and the brand was not the top choice when buying a car.
With this in mind, I created a communication concept that combines a promotional mechanism with Opel brand's 150th anniversary. Its claim: '150 hours of historical prices for 150 years" – provided an additional incentive to the target group to purchase, while emphasising that the brand, with such a long history, is trustworthy. The campaign consisted of two stages. The first "teaser" lasted three days and was a preview of the activities to come. In the second stage, there was a countdown to the end of the offer for 150 hours in all scheduled media. Each time, the uniqueness of the offer and the time constraints were emphasised. The creative approach of using traditional media, entertaining content and constantly refreshing messages positively influenced the perception of Opel and provided arguments for a purchase decision.
As a result of the campaign, Opel dethroned Skoda as the sales leader.
