Radio penetration in Spain is very high and reaches almost 100% of independent workers. We took advantage of this information and this medium to position our product in a new useful way for our target. 8 different spots with 8 different breakdowns were set out during one month from Monday to Friday from 7am to 15pm.

Implementation: 8 different spots with 8 different breakdowns were broadcasted

Timeline: 11/01/2016 – 13/02/2016

Placement: main Spanish radios

Scale: it was set out at a national level

Business impact: Throughout the month of the campaign, the image of the brand in the segment was placed in third position, going up one position. The visits to car dealers increased by 62% and the brand image of our vehicles increased by 26%.

Response rate: 35%

Change in behavior: We came back to a brand which independent workers trust. Opel became one more time in synonym of target knowledge.