Opel – Prepare Your Hair

Client: Opel General Motors
Brand/Topic: Opel Astra Twin Top
Date: 2007
Region: Belgium, Netherlands and Germany

Our mission
Promote the launch of the new Opel Astra Twin Top via a viral online campaign. Raise brand awareness and collect a maximum of contact information.

Target audience
Target as large as possible all over the internet.

Our approach
The Opel campaign struck the right note on both creativity and effectiveness, creating a memorable brand experience with incredible returns. The creative concept: Is your hair ready for Opel’s new convertible car?
The campaign was divided into two key parts: first, Opel emailed target addresses in its database, asking recipients to supply their phone numbers in order to be entered into a sweepstakes. Next, customers were greeted with a second email providing a link to a Web site with a comedic three-minute movie, personalized with their names in one scene. Moments later, when a character in the film is seen dialing a phone, the consumer’s own phone rang, with a 30-second message from a crazy professor inviting the visitor to test drive the new Opel Astra Twintop.
In the first few days of the campaign, Opel received 900 to 1.200 calls an hour – with more than 450,000 people receiving voice messages overall – and resulted in more than 12,000 people opting into Opel’s monthly newsletter.

Media used

  • Website with personalization and Instant Call
  • E-mailing
  • Public Relations
Services Provided

  • Strategic and creative consulting
  • Art direction
  • Copywriting
  • Web design and programming
  • Audio visual production
  • Seeding
  • Monitoring of online statistics
  • Project management