Title	RIDE COMFORTABLY
Brand	OPEL DENMARK
Product/Service	CARS
Category	B05. Use of Ambient Media: Small Scale
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
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
Lasse Marcussen	Cameo	Colorist
Core Copenhagen	Core Copenhagen	Digital production
Beon	Beon	Seeding Company
Think PR	Think PR	PR company

The Campaign

In Denmark a station wagon is seen as a symbol of settling down and choosing a grownup and practical lifestyle. Therefore it can be quite intimidating to buy a station wagon. To top that off, 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, which can result in 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. Therefore we designed pair of underwear called Ride Comfortably. Created with comfortable features, such as 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

Our launch film established the low testosterone amongst Danish men and then the solution, Ride Comfortably. The film used surprising visuals, focusing purely on male crotches, to gain attention on the social media platforms it was published on: Facebook and YouTube. A campaign site was developed as well, showcasing the underwear with the help of a fashionable photo shoot and through technical descriptions. Here people could order the underwear or share them with friends. The campaign stretched over 3 weeks and consisted of the launch film, photos from the fashion shoot, GIF’s with specially crafted 3D renders of the underwear. It was wrapped up with a film of the Opel Astra Sports Tourer covered by the Ride Comfortably underwear. The campaign was rolled out with a well planned, yet adaptive, media plan – using everything from Facebook sponsored post, Instagram influencers, native advertising and a big seeding effort.

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. 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 auto category is dominated by TVC’s with slow-motion shots of drifting vehicles and scenic drives along the coast. We decided do something out of the ordinary when launching the new station wagon, Opel Astra Sports Tourer, by introducing an underwear brand called Ride Comfortably. It’s the result of thorough research of our target group, who apparently needed a helping hand in order to buy a station wagon. The underwear serves a medium in itself and it was the center of the entire campaign – supported by a carefully designed media campaign, crossing digital media with an actual physical element.

Insights, Strategy and the Idea

The auto industry is packed with beautiful, but boring advertising. We decided to break the category and focus on something else than the car: The people. Through researched we found that Danish males testosterone is in decline and therefore we created Ride Comfortably – testosterone-friendly underwear. By creating a 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 young men transitioning into adults. We took a stand as a brand that knows their target group well and spoke with a unusual tone of voice on the platforms they spent the most time on. The campaign was launched 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 in need.