THE PARKING THRILLHARMONICS
| Title | THE PARKING THRILLHARMONICS |
| Brand | OPEL |
| Product/Service | OPEL ADVANCED PARK ASSIST |
| Category |
A03. Cars & Automotive Products & Services |
|
Entrant
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
|
Idea Creation
|
SCHOLZ & FRIENDS HAMBURG, GERMANY
|
|
Production
|
CZAR Berlin, GERMANY
|
Credits
| Niels Alzen |
Scholz & Friends |
Chief Creative Officer |
| Jonas Keller |
Scholz & Friends |
Creative Director |
| Christian Fritsche |
Scholz & Friends |
Creative Director |
| Felix Umbach |
Scholz & Friends |
Senior Art Director |
| Silja Wolters |
Scholz & Friends |
Junior Art Director |
| Nicolas Egeler |
Scholz & Friends |
Copywriter |
| Christian Jäschke |
Scholz & Friends |
Account Manager |
| Christoph Köhler |
Scholz & Friends |
Agency Producer |
| Caspar-Jan Hogerzeil |
CZAR Film |
Director |
| Thomas Neumann |
CZAR Film |
Cinematographer |
| Simon Dopslaf |
CZAR Film |
Editor |
| Thorsten W. Hansen |
CZAR Film |
Musician |
| Mike Bothe |
CZAR Film |
Colorist |
| Johannes Roeske |
CZAR Film |
Sound Engineer |
| n/a |
Neue Philharmonie Berlin |
Orchestra |
| Andreas Schulz |
Neue Philharmonie Berlin |
Orchestra Director |
The Campaign
Introducing ‘The Parking Thrillharmonics’, a guerrilla orchestra that appears out of nowhere when unsuspecting drivers find an empty parking spot, then provides their painstaking manoeuvres with a nerve-jangling, Hollywood-thriller soundtrack. In the heart of Berlin, at the height of the rush hour.
Campaign Success
Once the drivers had managed to get themselves parked, we held up posters revealing the idea behind the orchestra. Our frazzled victims received an invitation to take a test drive and find out for themselves how easy parking can be – in a new Opel Insignia equipped with Advanced Park Assist.
Describe the success of the promotion with both client and consumer including some quantifiable results
60% increase in test drives at local dealers
Explain why the method of promotion was most relevant to the product or service
We let people know about Opel’s Advanced Park Assist in an entertaining live stunt promotion. Once we had their attention we invited them to take a test drive and experience the product benefit themselves.
- primary target group: car drivers in Berlin who know the daily struggle of finding parking spots in the city
- secondary target group: audience watching the hidden-camera-style film online