Category C04. Branded Content / Podcasts
Idea Creation LDV UNITED Antwerp, BELGIUM
Name Company Position
Dennis Vandewalle LDV United Creative Director
Dries De bruyn LDV United Creative Director
Julie Vanderbeck LDV United Art Director
Matthew Lootens LDV United Copywriter

View Script

Write a short summary of what happens in the radio or audio work.

Getting people to experience your brand new cars was a real challenge this year. Physically, that is. That’s why Opel had to find solutions that make it able to test our new car models at home. And because the electric Opel Mokka-e is this year’s showpiece, we introduced something new: the Mokka E-SRM. This is an auditory test drive that plays an important asset: the complete silence of the electric motor. And, consequently, the fact that you can completely relax when you go for a ride. As an answer to the ASMR trend, we let people enjoy a road trip with their eyes closed. One that lets you completely unwind and enjoy the sounds of raindrops on the windshield, gentle waves on the coast or the relaxing buzz of the city. Everything you hear during an actual trip to these destinations.

Translation. Provide a full English translation of any audio.

Welcome to your auditory test drive in the Opel Mokka-e. For this e-SMR experience we will be going for a drive along the coast / in the rain / through the city. Ready? Electric motor on, eyes closed. Enjoy the ride.

Cultural / Context information for the jury

Last year was a hard one for a lot of businesses due to covid19 and car dealers are no exception. Without an annual Brussels Motor Show it was challenging to let people see, feel, smell and hear your brand new car models. So that’s why Opel had to try and bring the motor show to people’s homes. The new Mokka-e, a 100% electric car, was the centerpiece of the campaign. Objective: sell more cars (as always), but also showcase the fact that Opel is a frontrunner when it comes to electric and hybrid cars. And find a way to do so in a year when people go outside less often.

Please outline the innovative elements of the work

Instead of showing our car models or letting people drive them, we gave potential car buyers the chance to hear the advantages of our car: complete silence, bar the soothing sounds of the area and the occasional cough, the direction indicator and tapping on the steering wheel. And instead of going to the Brussels Expo (the place where the annual Brussels Motor Show is held), you only had to go to Spotify. Mokka E-SMR became the first auditive test drive, one you could even do during one of many home office days. And, judging by the numbers, a very popular test drive at that.