It’s a non-traditional radio campaign that uses the media to reach the target in a new way. Taking advantage of the insight that 85% of engine defects can be detected by listening to it, we recorded the main breakdowns and transformed them into radio commercials. Behind each sound, we leave a space so that the owners of the vans could make the comparison between their engines and the broken engines. If there was a coincidence, we offered them the best financing to change their vans.

The penetration of radio among Spanish people is very high. The majority of our target listens to this medium being in the car, that’s why we had the best place to communicate our sales offer of commercial vehicles.

INTRO

Opel presents the Auto-diagnosis Sound Van. We went to several different garages and recorded the sounds of the main malfunctions of vans. We then turned these into a radio advert. While people were on their way to and from work, they could compare the sound of a van about to breakdown with their own. How did we do this? After the sound of a malfunction on the recording, we left a space, a silence to be able to listen to our own motors.

Because when you lose your van, you lose money.

RADIO SPOT

MVO: - Opel's line of commercial vehicles, helps you to get to know what your van is like, let's listen to it

MVO: - this is the sound of a timing belt which is about to break.

SFX: - broken timing belt

MVO: - now listen to the one in your van and compare it.

SFX: - silence

MVO: - this is the sound of a piston which is malfunctioning

SFX: - Broken piston

MVO: - now listen to the one in your van and compare it.

SFX: - silence

MVO: - This is the sound of a faulty gearbox

SFX: - faulty gearbox

MVO: - now listen to the one in your van and compare it.

SFX: - silence

MVO: - Go to opel.es and find your next van.

MVO: - Opel also offers the best financing for commercial vehicles.