| Title | #ADAMYOURSELF |
| Brand | ADAM OPEL |
| Product/Service | OPEL/VAUXHALL ADAM |
| Category |
E03. Innovative Use of Social or Community |
|
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
The Opel/Vauxhall Adam Yourself campaign is about expressing your personality through the Adam. First you can visualize your Adam. Secondly you also have the possibility to choose between different mood backgrounds and a name for your Adam in individual typo fonts. By sharing your Adam on your personal facebook wall, the user with the most likes will win his Adam.
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 Mueller (CMO). Also we had a live walk through via Periscope with Tina Mueller.
All KPIs were over performing up to 10-20% as calculated. In particular, the conversion rate of 3.9% is a pleasing value. The above-average dwell time on the side has shown that users have intensely worked with the ADAM.
12 European Countries
1 256 752 Unique Visitors
2 062 000 Visits
5:08 Visit Duration
72 240 Participants
1 313 685 Votes
3,9% Conversion Rate
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.