Title	INVITATION TO AN ACCIDENT
Brand	OPEL
Product/Service	OPEL INSIGNIA
Category	B02. CARS & AUTOMOTIVE SERVICES
Entrant Company	Y&R BUDAPEST, HUNGARY
Advertising Agency	Y&R BUDAPEST, HUNGARY

Name	Company	Position
László Falvay	Young/Rubicam Budapest	Creative Director
Karolina Galácz	Young/Rubicam Budapest	Creative Group Head
László Polgár	Young/Rubicam Budapest	Art Director
Áron Hujber	Young/Rubicam Budapest	Art Director
Rita Marosvölgyi	Young/Rubicam Budapest	Content Manager
Dániel Somogyi	Young/Rubicam Budapest	Digital Producer
Ádám Gyarmati	Young/Rubicam Budapest	Account Executive
Karolina Galácz	Young/Rubicam Budapest	Copywriter

Results and Effectiveness

The campaign reached over 120 K people on Facebook. Insignia sales went up 6% compared to the same time last year.

Creative Execution

The Opel Insignia tells you about any accident ahead. To promote it, we sent out invitations on Facebook for accidents. This way, people were invited to events such as "Totalling your car", organized by "A Deer Jumping Across the Road". When they clicked on the event, they met our tagline, "Only the Opel Insignia tells you about any danger ahead", and read about the relevant technological feature of the car. We did this by making 3 of the country's most connected Opel Dealers change their Facebook profile and cover photo for a week. They were the ones who sent out the invitations

Insights, Strategy and the Idea

The Opel Insignia tells you about any accident ahead. To promote it, we sent out invitations on Facebook for accidents. This way, people were invited to events such as "Totalling your car", organized by "A Deer Jumping Across the Road". We did this by making 3 of the country's most connected Opel Dealers change their Facebook profile and cover photo for a week. They were the ones who sent out the invitations. The campaign reached over 120 K Facebook users