It was clear from the beginning that reaching this status would demand a non-traditional media approach. The concept was cut up in 3 media phases:

1. Fascination

Firstly we had to turn ADAM into a credible and inspirational hipster car.

That's why we partnered up with Fixerati, an influential team of bike experts. Their job: design and produce the basic frame and authentically infuse ADAM into the hipster scene. The process from technical drawings to finished bike could be followed in a series of webisodes on Fixerati's own social media channels, not Opel's.

2. Bridge

Several months later, when the frame was finished, we took the content to places and channels where fashionable people go look for cool things. E.g: Elle, pop-up stores, blogs, ...

3. Catalysation

We further catalyzed the ADAM and its story to the big public through outdoor posters, TV commercials, a minisite and Facebook.

Business results:

In the first two months Opel gathered 1,436 leads that resulted in 621 car sales. A strong kick-off for a completely new Opel model. When we compared the launch numbers of the Mini Cooper, we noticed that ADAM even surpassed them.

Marcom results:

The ongoing documentary and finished bike quickly got the attention of designers and hipsters around the world from Brussels to New York and Singapore to London. The foundation of the success was the strong and credible partnership which resulted in a lot of buzz on digital platforms and PR in all important lifestyle press.