Cannes Lions

OPEL INSIGNIA

NETTHINK ISOBAR, Madrid / OPEL / 2009

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Overview

Entries

Credits

Overview

Execution

Prosumers engagement: Releasing press news to bloggers and establishing a relation with them for later on communication.We created a bloggers event to present to them the new car before any other media.

We got 30 important bloggers, 10 Opel Insignias to drive them along the city making some trials and a final party to chat with them about the car.Notorious launch: Using actions never done before during several days. We made a partnership with the main newspaper of the market. The new car Opel Insignia presented the new look and feel of the website. ALL ad formats of the website during that day were Insignia's.We personalized ALL Yahoo channels with takeovers during one day. First time Yahoo makes this action in all Europe.

We used 4 different newspapers using the brand day formats, to communicate the 4 special characteristics of the car.

Outcome

Sales increased by 102% (Jan08 vs Jan09) positioning INSIGNIA as the second carline in the medium segment, increasing the penetration by 221% (used to be 7th), getting a SOM near 8%.85% of the users remembered the campaign. INSIGNIA was mentioned as the first OPEL carline in 29% of total mentions (31.2% higher for exposed users!).Blogger’s event results: 210 positive quality posts, 2,000 video blog views of the whole event and more than 20,000 visits to event’s site.

The campaign results: +280,000,000 impressions, 988,709 clicks, 7.5 million users/month, and 3,260,000 unique/visits to OPEL’s site (historic record).

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