We had a new sassy car from a (lets be honest) rather dull brand targetted at a segment who would rather buy cars from sexier brands. How could we overcome this and make the ADAM appealing to this affluent crowd and make them consider designing one for themselves?

How do you show the many color combination possibilities of the Opel ADAM in an arresting way on a car that young, urban people don't even know exist from a brand they (to be honest) really care about? You bring the car to them on a dark evening in downtown Copenhagen and make it come to life. And you make sure you get enough footage to cut an an interesting film, that will engage the target group afterwards, making them actively look out for ways to design their own Opel ADAM. This way could we engage them cost efficiently.

The film was watched more than 1068 hours online, and got over 500.000 impressions with a 9.02% click through rate - three times higher than the average click rate for this kind of content.

Visits to Opel.dk rose with 94% and 20.390 people designed their own car on Opel.dk - before the car was even launched. But best of all Opel had a 38% increase in price requests.