CHALLENGE

How do you change aggressive attitudes of Volkswagen communities against Opel?

OBJECTIVES

To change minds and make a self confident statement in front of the world’s press.

STRATEGY

With a totally absurd media experiment around the world's largest Volkswagen convention where 170,000 fanatical fans are celebrating their brand. And their hate against Opel.

IDEA/EXECUTION

Weeks before the Volkswagen convention we systematically spread an unbelievable rumor throughout Volkswagen communities:

Opel is training pigeons to poop exclusively on Volkswagen cars and plans to send the birds to the Volkswagen convention!

We circulated fake videos of "leaked" pigeon trainings online and in social media channels. National TV stations, online media and newspapers covered the scandal and Volkswagen communities started to panic. They even distributed home-made covers and repellent sprays to protect their cars. And then exactly what we had planned to happen, did:

NOTHING.

The entire pigeon threat played out exclusively in the minds of the Volkswagen fans! In reality, we simply released white doves to show the world it was finally time to make peace.

With almost no budget spendings, we reached more than 3.8 million people and finally, peace between Opel and Volkswagen was achieved. A video summary for the public also gained great media coverage.

PR was created and integrated over several media channels. We spread an unbelievable rumor that was picked up by communities and the media. Millions of fans were caught up in the pigeon phenomenon and Opel occupied the media coverage for the Volkswagen event.

Weeks before the Volkswagen convention we systematically spread an unbelievable rumor throughout Volkswagen communities: Opel is training pigeons to poop exclusively on Volkswagen cars at the annual VW convention!

Fake videos of „leaked“ pigeon trainings were circulated online and in social media channels. TV-stations, online media and newspapers covered the scandal.Volkswagen communities started to panic and even distributed home-made covers and repellant sprays to protect their cars.And exactly what we had planned to happen,did: NOTHING. The entire pigeon threat played out exclusively in the minds of the Volkswagen fans.The public was enlightened with a video summary about the media experiment.

With almost no budget spendings we achieved 3.8 Mio. media impressions.

In the End peace between Opel and Volkswagen was achieved. And of course for Opel and its

fans it was a lot of fun too, as well as for the whole car industry and many others. Thanks to the

huge media coverage initiated by the prank millions were caught up in the pigeon phenomenon and had been entertained for weeks,even a few Volkswagen Fans.

Opel was featured as an up-to-date brand, which is aware of people's life and needs in nowadays

world, their media use and all appropriate expectations.