Title | OPEL "COMBO" |
Brand | OPEL AUTOMOBILE GMBH |
Product/Service | AUTOMOBILE |
Category |
D04. Brand / Product Video |
Entrant
|
HEIMAT Berlin, GERMANY
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
Production
|
BIGFISH FILMPRODUKTION Berlin, GERMANY
|
Credits
Guido Heffels |
HEIMAT, Berlin |
Chief Creative Officer |
Matthias Storath |
HEIMAT, Berlin |
Chief Creative Officer |
Nicolas Blättry |
HEIMAT, Berlin |
Creative Director |
Tom Hauser |
HEIMAT, Berlin |
Creative Director |
Lukas Kölling |
HEIMAT, Berlin |
Art Director |
Ramona Hartmann |
HEIMAT, Berlin |
Art Director |
Ricardo Distefano |
HEIMAT, Berlin |
Managing Director |
Larissa Huhnekohl |
HEIMAT, Berlin |
Copywriter |
Daniel Duhn |
HEIMAT, Berlin |
Copywriter |
David Kaufmann |
HEIMAT, Berlin |
Copywriter |
Madeleine Alexander |
HEIMAT, Berlin |
Account Director |
Max Millies |
HEIMAT, Berlin |
Director |
Background
europe is a funny place, in that it has a huge market for minivans. nothing like the good old soccer mom ones – but really delivery vans used as passenger vehicles. the campaigns for these things though, are very similar to that of the soccer mom version from across the pond in the united states: mom, dad, two kids a dog. and their bikes fit in the trunk as well. the trifecta of family-hobby-outdoors in one washed down message.
Describe the strategy
we decided to approach this from a different angle, appealing to the pragmatism of the buyers in this segment. people out there who don't need to brag about what they drive. who don't have the support for their insecurities sitting on their driveways. people who are much more interested in the actual facts and figures behind their choice of vehicle.
Describe the execution
so we ditched the cliché and the sunset driving scenes and family lifestyle bla bla – and decided to give our buyers a fact extravaganza. focusing on the straight forward benefits of the car with one very clear and consistent message: the facts speak for the OPEL COMBO.
of course we had to counterbalance the very dry topics by giving the whole thing a humoruos twist. be it in talking about the seven seats of the car by referencing the fact we all have a set of 6 doppelgängers across the globe. or the milk consumption of an average european family to highlight trunk capacity.
the campaign had a europewide launch – in classic media as well as in-stores, social and live activations – available in 28 coutries including germany, austria, uk, france spain and italy.
List the results
campaign on-going. no data yet available.