The Big Idea:To find an ad-marketing language that would be easy to use in order to get the main message to the TA: Opel Corsa is a modern vehicle for the advanced and modern young adults.

Campaign: Due to the fact that the TA (the hipsters) don’t believe in the traditional ads - especially the Russian ones - we decided to express it in a foreign language. This TA trusts everything European and that's why we decided to use one of the most intriguing languages, Swedish. Hipsters are cosmopolitan and well educated people, they usually know a couple of foreign languages - but not Swedish! The message in Swedish is a non-standard way of communication that draws more attention. Besides, Swedes are associated with the European hipsters' movement and subcultures in the minds of our hipsters. We wanted to create a campaign that feels European, to make the TA trust the brand.

The campaign was built around a successfully integrated slogan 'Yes of'Corsa' - the positive answer to all the questions.

Internet:The launch of 6 viral videos, with a Swedish hipster as a main hero who sings a song in Swedish.IPhone application.Survey websites.BTL-activation.2 animators offered the participants to draw the 'World of Corsa' and the pictures were then posted on the website YesOfCorsa.ru.

Integration of the slogan Yes of’Corsa in TV shows. The slogan Yes of’Corsa was integrated in the popular youth TV shows. Instead of saying “Yes of course” the characters would say “Yes of’Corsa”.Dealers' activities:Specially designed stickers were created and placed on the models of Opel Corsa. And 2 hard posters (hipsters) were placed on the back seats of these cars.Event:A formal award ceremony for the winners of a promo-contest in the format suitable for the TA

The results of 2011 FY exceeded our expectations thanks to the launch of new Opel Corsa model. The following image parameters increased compared to the last year: Appeal for young adults increased from 17% to 24%Appeal for the young and active adults increased from 20% to 23%Status value increased from 7% to 14% (Data Image Study 2011)The sales plan increased 3 times since the launch of new Opel Corsa (Association of European Businesses)In January of 2011 there were 504 cars sold versus 133 in January of 2010 According to NCBS data as of 2011 (MY 2011) the following tendencies emerged: The percentage of the younger customers (17-29 years old) in MY 2011 increased compared to MY 2010 while the percentage of the older customers (30-44 years old) decreased.The percentage of the young non-married couples increased in 2011 (from 30% to 40%).