In Spain, people listen to the radio in the morning and in the car. More than 80% of listeners are found in this time slot. This is the reason why we considered it would be effective to create a content that would work well in this time slot.

The campaign lasted for a month. Every day from Monday to Friday, we transcribed the most important news so that each character would narrate it in its own way. We used the most famous expressions of each of the cartoon characters. The biggest challenge was reaching the parents, when kids are the ones who decide what to listen to in the car. The brand objectives were to reposition the Opel Zafira, OPEL’s family car in a market dominated by SUV, the strategy was to generate memorable content that would manage to create conversation among the target and the execution generated a new section in the radio.

Parents with children that are searching for a car in which all of them will feel comfortable when they are traveling.

Visits to dealers increased by 60% during the campaign. For the first time, OPEL ZAFIRA exceeded the purchase intention of its main competitors: the SUV.

We redefined a world known section as are the morning news, creating radio content capable of attracting the attention of parents and children. For the first time, OPEL created a format which parents and children can listen to in the car, taking advantage of the most famous cartoon voices in the world.