| Title | HYPNOTIZED TEST DRIVE |
| Brand | OPEL |
| Product/Service | OPEL |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
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 |
The Brief
In Denmark Opel is considered boring. Despite new sexy models receiving rave reviews from auto press. Research showed that people talk about Opel against better knowledge. We set out to prove that potential clients 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.
Describe how the promotion developed from concept to implementation
The solution became The Hypnotized Test Drive. We engaged Denmarks leading hypnotherapist and found Opel rejectors without telling them that they would participate in an experiment on behalf of Opel. We 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 remarks from earlier and asked them how they now felt about Opel.
Describe the success of the promotion with both client and consumer including some quantifiable results
All 12 participants proclaimed that they had been wrong. But way better, the content we produced, one main film, 3 films focusing on participants, and 1 containing behind the scenes material, sparked conversation on social media about the 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%.
Explain why the method of promotion was most relevant to the product or service
Opel had been trying for years to get rid of their boring perception. But conventional, expensive campaigns produced centrally didn't provide the brand with traction in the new direction. We realized, we had to kickstart a new conversation about the brand. Shock tactics were needed, both for the brand and for people to get free from their confirmation bias. This gave birth to the Hypnotized Test Drive. A Worlds First in honest advertising, that actually pulled it off.