| Title | HYPNOTIZED TEST DRIVE |
| Brand | OPEL |
| Product/Service | OPEL |
| Category |
B02. CARS & AUTOMOTIVE SERVICES |
|
Entrant Company
|
UNCLE GREY Copenhagen, DENMARK
|
|
Advertising Agency
|
UNCLE GREY Copenhagen, DENMARK
|
|
Media Agency
|
BE ON Copenhagen, DENMARK
|
|
Production Company
|
CIRCUS ALPHAVILLE Copenhagen, DENMARK
|
Credits
| Jesper Joergen Hansen |
Unclegrey |
Creative Director |
| Katrine Jo Madsen |
Unclegrey |
Creative |
| Carl Angelo |
Unclegrey |
Art Director |
| Jepper Kjøller |
Unclegrey |
Junior Creative |
| Mathias Nielsen |
Unclegrey |
Junior Creative |
| Carsten Bülow |
Unclegrey |
Chief Operating Officer |
| Alexandra Roende Thielke |
Unclegrey |
Account Executive |
| Jonas Arnby |
Circus Alphaville |
Director |
| Morten Hoffmann |
Circus Alphaville |
Producer |
| Thomas Daneskov |
Circus Alphaville |
Editing |
| Lotte Roerbye Aagaard |
Circus Alphaville |
Head Of Production |
| Niels Thastum |
|
Dop |
| Jonathan Mose |
|
Assistant Dop |
| Kasper Loft Bylov |
|
Focus Puller |
| Rasmus Gaardhøje |
|
Teko |
| Viggo Grumme |
|
Lightnings |
| Mikael Kort Kristensen |
|
Grip |
| Dennis Bredholm |
|
Props |
| Frank Mølgaard Knudsen |
|
Boom |
| Jimmy Blom |
Unclegrey |
Executive Creative Director |
Results and Effectiveness
All 12 participants proclaimed that they had been wrong about Opel. But way better, the content we produced, 1 main film, 3 films focusing on participants, and 1 behind the scenes material, sparked conversation on social media about the new quality of Opel cars and made it onto television. Opel became a hot topic in a way the brand hadn't been for years. The activity brought the Opel brand back from the dead and kickstarted a new conversation about the brand. The activity delivered 745.542 unique impressions and 163.333 views with a click through rate for the content of 3.81%.
Creative Execution
Opel had been trying to change their boring perception for years. Conventional, expensive traditional media campaigns didn't provide the brand with traction in the new direction. We needed to kickstart a reframing of Opel. The Hypnotized Test Drive was born. We decided early that this idea should be pushed through social channels because of the discussion we hoped it would spark. We engaged a leading hypnotherapist and found Opel rejectors without telling them that they would participate in an experiment by Opel and asked them to rank different car brands on camera - and made sure they were susceptible to hypnosis. A week later we took 12 of the participants and removed their preconceptions about car brands using hypnosis. We then gave them a test drive while filming their objective reactions. After the hypnosis we confronted them with their earlier remarks and asked them how they now felt about Opel.
Insights, Strategy and the Idea
In Denmark Opel is considered boring, despite new sexy models receiving rave reviews from auto press. Only 16% of potential car buyers would consider an Opel. We set out to prove that these potential buyers deliberately overlooks Opel when looking for a new car, because they suffer from conformation bias; they see the cars through a "boring" lens thus confirming their belief. The question was: How could we get people to experience a regular Opel objectively and make them realize that they have been mistaken? And how could we turn this into engaging content that could convince other prospects? By using hypnosis to remove their preconceptions about car brands and then give them a test drive.