Cannes Lions

UMPARKEN IM KOPF (RE-PARK YOUR MIND)

CARAT, Detroit / GENERAL MOTORS / 2015

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Case Film

Overview

Entries

Credits

Overview

Execution

Our strategy and execution, was a combination of messages and content. The agency knew that we needed credibility beyond the brand: ambassadors could speak about their personal Opel prejudices, housed on a content platform. We began by confronting the audience with (funny) prejudices getting them thinking. The first phase, an OOH flight with cross-channel support bringing exposure.

We revealed the brand (same media) using testimonials then enhanced visibility through digital to direct traffic to content hub. Location-based targeting on OOH and push-SMS to nearby smartphones where consumers could share content. It's time to "re-park Opel".

Outcome

Both brand image and purchase intent have increased dramatically as a direct result of the campaign;

• Image "would like to own an Opel" +92%

• Image "Opel makes cool cars" +61%

• Quality perception of the brand + 44%

• Brand Momentum ("is a brand on the way up") +62%

• Purchase intent up +61

• Social buzz: more than 30k mentions & shares; 88% positive sentiment

And, most importantly, the business results:

o Market share up +4,3%

o New car registrations up +6,9% – outperforming the market by 190%.

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