Last year was very hard on a lot of businesses due to Covid-19 and car dealerships are no exception. The absence of a physical Brussels Motor Show this year made it challenging for car manufacturers to let potential customers see, feel, smell and hear their brand-new models.

As a result Opel had to go in search of alternative ways to bring the motor show to people’s homes. This year’s show stopper was the new Mokka-e, a fully electric car. This was the car that should be the centrepiece of the campaign. The objective was to sell more cars (as always) but also showcase the fact that Opel is a front-runner in terms of electric and hybrid cars, and this in a year when people don’t get out as much.

Getting people to experience your brand-new cars was a real challenge this year. Physically, that is. That’s why Opel had to find a solution to enable potential customers to experience its new models at home. And because the electric Opel Mokka-e is this year’s showpiece, we introduced something new: the Mokka E-SRM.

This is an auditory test drive that plays on an important asset: the total silence of the electric motor and, consequently, the fact that a drive is completely relaxing. Keying into the ASMR trend, we offered people a road trip with their eyes closed, one that lets you unwind completely as they enjoy raindrops on the windshield, gentle waves lapping the shore or the relaxing buzz of the city.

On Opel’s Spotify channel people are invited to escape the endless stimuli for half an hour and relax behind the wheel of the Mokka-e. Simply divine.

Every year brands fight for attention during the Brussels Motor Show. In the run-up to the Motor Show every car brand proclaims they have the best Motor Show conditions. We had to stand out while being relevant to consumers and we had to promote the new Opel Mokka. That’s why Opel created a moment of relaxation in the shape of Mokka-ESMR. This keys into to the ASMR trend and evokes the total silence of the electric motor of the Mokka-e (the hero of this campaign). A match made in heaven.

Because each Mokka E-SMR experience lasted as long as a real car trip (30 minutes), we used Spotify as the main platform. It’s the go-to place for people in search of relaxing ambient music. Hundreds of ‘relax & unwind’ and ‘chill vibes’- type of playlists and millions of streams prove there is a huge demand for tranquillity, especially in these home office times.

So from now on if you want to zone and zen out you’re more than welcome on the brand-new Opel Belgium Spotify page. You can choose which journey you want to make: to the sea, in the rain, in the city. Each experience starts with a soothing introduction, asking you to relax and enjoy the ride.

People were invited to make an auditory test drive through sponsored sessions and video takeovers on Spotify or on the usual social media platforms for Opel such as Facebook and Instagram.

Our ads on Facebook & Instagram generated a total of 5,350,228 impressions. The low CPM (€0.28) and CPC (€0.23) were also striking. This indicates that our ads were very relevant to the audience.

Our Spotify ads performed very well. We achieved 926,280 impressions (unique reach of 285,023).

The CTR of all formats exceeded the Belgian automotive industry benchmark. Audio desktop & mobile had a CTR of 0.19% vs an industry benchmark of 0.04%. Our sponsored video achieved a CTR of 4.95% as opposed to an industry benchmark of 1.37%. Our video takeover had a CTR of 2.38% vs an industry benchmark of 0.34% (source: Spotify first party data: campaign reporting for Opel Belgium, data Q4 2020)