Cannes Lions
TAPSA | Y&R, Madrid / GENERAL MOTORS / 2016
Overview
Entries
Credits
Description
We developed an interactive campaign that invites people to discover how work the new Opel LED Intellilux lights.
We converted the flash from the smartphones into the Opel Car lights. When people took a photo from our ad, they discover the dangers aren’t visible to naked eye, only possible with the “car lights”.
Execution
• Implementation
300 outdoors in Madrid and Barcelona, posters in 40 car dealers and print inserts in a Autos Magazine
• Timeline
1st of April 2016 – 30 of April de 2016
• Placement
Madrid and Barcelona Streets
• Scale
Madrid and Barcelona
Outcome
• Business impact – sales, donations, site traffic
In the first month were sold 3,000 Opel Astra with Intellilux LED lights and more than 4,000 test drives were conducted.
• Response rate
25%
• Change in behaviour
People see Opel as an innovative brand, not only in their cars but also in its communication.
The innovation pillar of the brand increased by 15%.
Visits to dealers increased by 20%.
Similar Campaigns
12 items