| Title | #ADAMYOURSELF |
| Brand | ADAM OPEL |
| Product/Service | OPEL/VAUXHALL ADAM |
| Category |
B04. Overall Functional Design |
|
Entrant
|
MRM//McCANN Frankfurt, GERMANY
|
|
Idea Creation
|
MRM//McCANN Frankfurt, GERMANY
|
Credits
| Martin Biela |
MRM//McCANN |
Ececutive Creative Director |
| Sebastian Perschke |
MRM//McCANN |
Client Service Director |
| Johannes Veith |
MRM//McCANN |
Creative Director |
| Patrick Schneider |
MRM//McCANN |
Director UX Architecture |
| Marie Mirwald |
MRM//McCANN |
Account Director |
| Felix Tischer |
MRM//McCANN |
Grouphead Content Management |
| Tobias Croessmann |
MRM//McCANN |
Grouphead QA |
| Gift Amlumyong |
MRM//McCANN |
Senior Art Director |
| Xiaoli Shen |
MRM//McCANN |
Senior Application Engineer |
| Marc Hettler |
MRM//McCANN |
Senior IT Project Manager |
| Philipp Franz |
MRM//McCANN |
Senior Social Media Manager |
| Christian Alicke |
MRM//McCANN |
Senior Copywriter |
| Benjamin Buttkuss |
MRM//McCANN |
SEO Consultant |
| David Giebel |
MRM//McCANN |
Social Media Consultant |
| Walter Zeyer |
MRM//McCANN |
Senior Content Manager |
| Dominic Beinenz |
MRM//McCANN |
Senior Frontend Developer |
| Juergen Bogendoerfer |
MRM//McCANN |
Senior Application Engineer |
| Christoph Mohr |
MRM//McCANN |
Front End Developer |
| Marco Wolff |
MRM//McCANN |
Front End Developer |
The Campaign
1. We are addressing a highly educated and digital savvy audience. So we had to keep in mind that these people are not very responsive to standard online ads. Plus a very high percentage (~30%) of European internet users installed ad-blockers and potentially wouldn’t see ads at all.
2. The ADAM offers tons of options to customize your car, which is great as us can actually create your very personal ADAM. On the other hand it creates a barrier when it comes to the con guration process as options are overwhelming is and the buying process becomes very complex.
Creative Execution
We generated a totally new concept for the visualizer. By sliding through a one pager, it feels uent and very simple to choose your personal style to the Adam. By doing that we avoid the normal step to step approach, that you will nd normally in the eld of con gurator and visualizers.
We used 10 in uencers reaching 14 euopean countries to communicate the Adam Yourself campaign. A realtime Social event was hosted, where the in uencers can interview Dr. Karl-Thomas Neumann (Opel CEO), Mark Adams (Chief Creative Designer) and Tina Mu?ller (CMO). Also we had a live walk through via Periscope with Tina Mu?ller.