Title	RIDE COMFORTABLY
Brand	OPEL DENMARK
Product/Service	CARS
Category	B02. Promotional Item Design
Entrant	UNCLE GREY Copenhagen, DENMARK
Idea Creation	UNCLE GREY Copenhagen, DENMARK
Media Placement	CARAT Copenhagen, DENMARK
Production	THE WOERKS Copenhagen, DENMARK

Name	Company	Position
Thomas Ilum	Uncle Grey	Creative Director
Lukas Lund	Uncle Grey	Senior Art Director
Carl Angelo	Uncle Grey	Art Director
Mathias Nielsen	Uncle Grey	Motion Designer
Carsten Bülow	Uncle Grey	CCO
Madeleine Tronbakken Naesborg	Uncle Grey	Account Director
Poul Eilenberg	JBS	Sales- & Concept Manager
Thomas Gram Veyssière	The Woerks	Excutive producer
Laerke Herthoni	The Woerks	Director
Sebastian Winterø	The Woerks	Director Of Photography
Jeppe Bødskov	The Woerks	Editor
Oliver Knauer	Oliver Knauer	Still Photographer
Peter Jurland	Opel Danmark	CMO
Core Copenhagen	Core Copenhagen	Digital produciton
Beon	Beon	Seeding Company
Think PR	Think PR	PR company

The Campaign

During our research we discovered a study by Denmark’s leading hospital indicating that today, Danish men have less of the male sex hormone, testosterone, than they had fifty years ago, leading to low sex drive and low confidence. Quite a problem when launching an Opel station wagon that demands a lot from the man and his confidence. To help them deal with their manhood we decided to design a pair of underwear called Ride Comfortably – testosterone-friendly underwear that makes men manly enough to buy an Opel station wagon. The underwear was designed with inspiration from the design lines of the Sports Tourer with comfortable features like the mesh structure – providing perfect ventilation for the male crotch and testosterone production. We created a unique identity for the underwear and treated them as a high-end fashion label. The underwear could be ordered online for free and shipped to your house.

Creative Execution

Ride Comfortably by Opel consists of a pair of underwear and a complete visual identity. The main features are inspired by the design of the Opel Astra Sports Tourer. The unique mesh structure provides ventilation to the crotch thus giving the best conditions for the testosterone production. The underwear could be ordered for free and shipped directly to the target group’s homes – wrapped in bespoke packaging that fitted perfectly into a Danish mailbox. The identity of Ride Comfortably is based around a masculine deep blue combined with a feminine pink that provokes the masculinity. Advertised by using models representing our target group perfectly – real men with normal bodies, not hiding their body fat or the scars covering them. A launch film, focusing on the male crotch, worked as a funny attention grabber across social media and explained the main features of the underwear through beautiful product shots.

Indication of how successful the outcome was in the market

The campaign was a huge success and it reached people all over the world, gaining 51.383.309 media impressions. The underwear was sold out in just a couple of days. But more impressive was the fact that 38.8% of people ordering the underwear also signed up to the Opel newsletter. These soft leads where the main objective in our brief. Opel’s investment in the campaign was worth every penny with a return of investment reaching 675%. Compared to previous car launches Opel addressed people with a different kind of message and tone of voice, generating PR that spread from the global auto industry to general pop culture – thus gaining access to a much larger target audience than usually.

The car industry is packed with slow-motion shots of drifting vehicles on mountain roads. We decided to break the category and focus on something else than the car: The people. People who consider Opel as a boring brand. Launching a station wagon with this perception in mind is quite a challenge, so something out of the ordinary had to be done. Therefore we created an underwear brand called Ride Comfortably. By designing an actual physical product we could reach our target group in a completely new way. Not only by getting into their underwear drawer, but also by showing our support to the Danish men transitioning into adults. We launched the campaign with an online film on social media, leading people to a website where they could read more about the underwear, order them for free and recommend them to a friend.