Making the Danes reconsider an Opel called for desperate measures. We weren't allowed to show the Hypnotized Test Drive in its chosen form on national TV stations due to regulations. The piece, an online film of 2.31 minutes as well as additional content was seeded through car sites and car blogs where there are no restrictions. It more than one million impressions online, thats a fifth of the population being exposed to the content there. Even more people were exposed to the experiment, when the thoughts behind it spread through editorials and social media ending up being discussed on national news.

By providing the Danes with insightful reference points on human behavior - and themselves - told in a surprising way, we were able to own the conversation for a while, making the Danes discuss the pros and cons of different car brands and how and why they had chosen their own car.

The creative idea was distributed across multiple verticals matching the conversational potential of the video content, transcending auto media into lifestyle, design and entertainment environments. The video was distributed across thousand of websites with small vertical specific snackable insights and PR stories attached enabling publishers to turn the content into a story. This resulted in +100 stories which, in combination with the pick up in social media eventually drew the curiosity of the established press, who brought feature articles about the choices people make in general, with Opel as the example right in the middle.

More than one million online impressions, a fifth of the Danish population.

Campaign reached national television

During the first phase of the campaign visits to opel.dk rose by 400%.

At the end of fiscal year 2014 Opel Denmark could report a sales rise of 47% on the Opel Insignia.