Title	OPEL'S AIRMAIL FOR VOLKSWAGEN
Brand	OPEL GENERAL MOTORS AUSTRIA
Product/Service	OPEL
Category	A07. USE OF SOCIAL IN A MEDIA CAMPAIGN
Entrant Company	WIEN NORD Vienna, AUSTRIA
Advertising Agency	WIEN NORD Vienna, AUSTRIA
Media Agency	CARAT AUSTRIA Vienna, AUSTRIA

Name	Company	Position
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	Producer
Albert Waaijenberg		Producer
Michael Schmidt	Vi Knallgrau	Online Consultant

Results and Effectiveness

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 mediacoverage 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.

Creative Execution

Weeks prior to the convention we circulated apparently leaked self-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 the birds to VW’s annual convention! As we expected National TV stations and newspapers covered the story and the fear of a pigeon air raid grew stronger and stronger.Anxious fans rallied and distributed self made covers and repellant sprays to protect the paint of their treasured cars. And eventually, what we had planned to happen,did: NOTHING. The entire pigeon thread played out exclusively in the minds of the Volkswagen fans.In reality, we only released white doves, to show Volkswagen it was finally time to make peace. Online and classic media also covered this and we enlighted the curious public with a final youtube video about the experiment.

Insights, Strategy and the Idea

Opel and Volkswagen fans hate each other. In this 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 for Opel to make a self confident statement in front of the world’s press. We contrived a media experiment, which played with the expectations of Volkswagen fans to overcome their biases and to entertain Opel fans as well as the whole public. Without a doubt this experiment and the way it was carried out strengthened Opel’s new image as a up-to-date and smart brand, which is always one step ahead of its competitors.