OPEL'S AIRMAIL FOR VOLKSWAGEN
| Title | OPEL'S AIRMAIL FOR VOLKSWAGEN |
| Brand | OPEL GENERAL MOTORS AUSTRIA |
| Product/Service | OPEL |
| Category |
F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY |
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Entrant Company
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WIEN NORD Vienna, AUSTRIA
|
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Advertising Agency
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WIEN NORD Vienna, AUSTRIA
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Media Agency
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CARAT AUSTRIA Vienna, AUSTRIA
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Credits
| Bernd Wilfinger |
WIEN NORD |
Creative Director |
| Eduard Böhler |
WIEN NORD |
Creative Director |
| Andreas Lierzer |
WIEN NORD |
Art Director |
| Katja Claus |
WIEN NORD |
Graphic Designer |
| Christoph Pausz |
WIEN NORD |
Copywriter |
| Christian Hellinger |
WIEN NORD |
Copywriter |
| Markus Mazuran |
WIEN NORD |
Account Executive |
| Louise Hudson |
WIEN NORD |
Account Manager |
| Philip Jäcklein |
WIEN NORD |
Agency Producer |
| Albert Waaijenberg |
|
Producer |
| Michael Schmidt |
Vi Knallgrau |
Online Consultant |
Creative Execution
We circulated apparently leaked,home made videos of pigeons in "squadron training“ online and systematically spread an absurd rumour throughout Volkswagen fan communities,facebook and youtube:Opel is training pigeons to poop exclusively on Volkswagen cars and plans to send them to VW's annual convention!Our „leaked“ content media coverage and the discussions about it stimulated users to generate their own content. People got curious of what was going to happen.But as we planned: Nothing happened.The entire pigeon thread played out exclusively in the minds of the Volkswagen fans!In reality,we only released white doves to show VW it was finally time to make peace.
Millions were caught up in the pigeon phenomenon. In the course of the media experiment Opel was featured as an up-to-date brand, which is aware of people’s life and needs and their media use.
In the end peace between Opel and Volkswagen was achieved. And of course for Opel and its fans it was a lot of fun too, as well as for the whole car industry and many others. Thanks to the huge media coverage initiated by the prank, a lot of people had been entertained for weeks. With almost no budget spendings we achieved 3.8 Mio. media impressions.
In their never ending rivalry,Opel occupied the world’s biggest Volkswagen event,where 170.000 fanatical fans and all the important Volkswagen officials were celebrating their brand.Just the right place to make a self confident statement in front of the world’s press.Weeks before the convention we circulated apparently leaked,home made videos of pigeons in "squadron training" online and systematically spread an absurd rumour throughout fan communities, on facebook and youtube:Opel is training pigeons to poop exclusively on Volkswagen cars at the annual VW convention!National media covered the story and Volkswagen fans got so anxious,that they distributed self made covers and repellant sprays to protect their cars.And eventually,what we had planned to happen,did: NOTHING. Finally we enlighted the public with a final video on youtube.
The media experiment and the way it was carried out strengthened Opel’s new image as an up-to-date and smart brand, which is always one step ahead of its competitors.