Cannes Lions

Invisible Dangers

TAPSA | Y&R, Madrid / GENERAL MOTORS / 2016

Case Film
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Case Film

Overview

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Credits

Overview

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%.

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