Cannes Lions

Opel Astra Launch

CARAT SPAIN, Madrid / GENERAL MOTORS / 2016

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Overview

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Credits

Overview

Description

Unlike our competitive set, the new Astra offers technological innovations that, in the C segment, are normally exclusive to the higher-priced premium class. For example IntelliLux LED®Matrix Headlights, Opel Eye, or Class-defining connectivity (with OnStar).

The Social Climber is eager to be in the loop of the last advances, and like to buy quality items. The combination of these 2 characteristics makes the Opel Astra the perfect match for this target.

Execution

A multimedia campaign busted with digital innovative actions accompanied by standard TV and Print activations as a platform to build coverage on the core target, Digital media used to target the core in a very affine way.

- High affinity activations with mobile application to segment specifically to potential buyers at parking moment

- Also used mobile applications with cluster segmentation of “drivers” . We impacted only drivers with a display campaign in different applications (various contents).

- Use of innovative formats in Twitter and Facebook to enhance engagement with core target. Twitter: we used a Tweet Video Card to bust visibility of campaign video.

- Facebook: Multiproduct Ad to show post with a carousel of 5 different images of the car, redirecting to 5 different urls where the user could discover 5 benefits of the new model (5 reasons to fall in love? Claim of the campaign).

Outcome

Thanks to the high affine and targeted activations with the use of data, the campaign resulted in the highest showroom traffic for this model in Spain ever reached. The results showed:

- An increase of 73% in showroom traffic vs average on this specific model.

- An improvement of cost per web visit of 17% ( vs average of the year)

- 40% more configurations than in Corsa Launch

- 80% more leads than in Corsa Launch.

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