Cannes Lions


RTT, Munich / OPEL / 2013

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Product customization is currently one of the hottest trends in the car industry. There are literally millions of configurations to choose from, with possibilities clearly exceeding the standard options typically presented in marketing campaigns. Choice gives customers freedom to express their preferences, but the customization process can also be long and frustrating. Faced with the challenge of representing the ADAM car as the most customizable model in its segment, Opel joined forces with RTT to create a downloadable application that enables users to configure their dream car through a dynamic and fun app experience.

As a starting point, users are given 50 different and attractive cars pre-customized by Opel, which they get to ´test on the road´ in a virtual car drive scenario, similar to those typically found in video games. Once happy with a particular car, they take it to the online configurator to further adjust and finalize their dream car.

The App is not only useful – it is first and foremost engaging and fun. What users find particularly refreshing is that it bridges the gap between informative online car-configurator systems and a stimulating video gaming experience. The Opel ADAM App truly pushes the envelope in both of these spheres by combining high-end Unity 3D and 2D visualization with superb interior and exterior rendering, as well as aerial, night-mode, and 360° views of the car and its environment. During the video game segment, users maneuver the car by grabbing and moving both ends of their iPad, thus turning their tablet into a virtual driving wheel. The dynamic, hands-on realtime experience is enhanced by realistic detailing, which includes motion glare, front and rear lights in night mode, rim reflections and turbo-boost. For an even more sophisticated customer journey, the app comes with retina support and even a choice of soundtrack to remix and listen to during the drive. The app also facilitates sharing the chosen configuration on social media, so that users can discuss their choice online with friends.

The Opel Adam App has met with a tremendous response from users, who see it as the missing link between millions of options available and that one dream car. The successful launch of the app for the iPad through the Apple App Store in over 30 markets globally has prompted Opel to develop the app for the iPhone and considers versions for Android and Windows 8.

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