CHALLENGE & OBJECTIVES

-Opel is Volkswagen's biggest competitor and their most hated enemy. Especially at the world's biggest Volkswagen event, where 170.000 fanatical fans, all the important Volkswagen officials

and many more are celebrating their brand.

-Just the right place to play the ultimate prank on Volkswagen fans and make a self confident

statement for Opel in front of the world's press and media.

-We created an initiative targeting Opel's non-target group (visitors of the event) in order to reach

our demographic. Including: Opel fans, drivers, dealers and workers who receive a healthy dose

of brand confidence. Those weighing up their purchase options, who are emotionally influenced

by the action, the general public and, most importantly, the media, to whom we delivered a news worthy story.

EXECUTION

-Like every year, everyone was looking forward to the festival's highlight: the big fireworks

display.

-So we organised a promotion, distributing thousands of fake 3D glasses to the Volkswagen fans,

promising a 'firework experience in 3D'. But when they looked to the sky,they experienced a

surprise, they would never forget: Millions and million of Opel logos turned the sky into a gigantic

Opel screen.

RESULT

-Thanks to the huge on- and offline media coverage initiated by the prank, the whole car industry was smiling.

-100.000 Youtube clicks within 24 hours

-Enormous media buzz for campaign costs of under 11.000 Euros

-More than 10.000 glasses ordered by fans and employees

-A widely projected, self confident statement to the general public,Opel brand and Opel community

Like every year, everyone was looking forward to the festival’s main highlight: the big fireworks display.

Working like a Trojan horse, we organised a promotion, distributing thousands of fake 3D glasses to the Volkswagen fans, promising a "fireworks experience in 3D“. But when the fireworks started, the Volkswagen fans experienced a surprise, they would never forget: thanks to the glasses, millions and millions of Opel logos turned the sky into a gigantic Opel screen. Volkswagen's beloved event was turned into a spectacular show for Opel. In front of the world's press and media.

The Volkswagen fans couldn’t believe it. Some couldn’t stand it and burned the glasses.

For campaign costs of just 11,000 Euros the media buzz was enormous: The whole car industry was smiling – thanks to the huge on- and offline media coverage initiated by the prank.