LOUDSPEAKER by J. Walter Thompson Amsterdam for Opel

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LOUDSPEAKER

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Industry Cars
Media Print, Magazine & Newspaper
Market Netherlands
Agency J. Walter Thompson Amsterdam
Executive Creative Director Bas Korsten
Producer Fred Van Ockenburg
Released April 2012

Credits & Description

Category: Cars & Automotive Services
Advertiser: OPEL NEDERLAND
Product/Service: OPEL AMPERA
Agency: UBACHSWISBRUN/JWT
Executive Creative Director: Bas Korsten (Ubachswisbrun/JWT)
Producer: Fred Van Ockenburg (Juice Promotions)
Account Director: Joost Van Holten (Ubachswisbrun/JWT)
Activation Producer: Michael Leguijt (Ubachswisbrun/JWT)
Media placement: Internet/ Social Media - Opel.nl & Seeding Internet - 4 April 2012

Describe the objective of the promotion.
To launch the new Ampera, the first EREV (extended range electricity vehicle) and Opel's first electrical car. One of the special features of the car is of course the lack of engine sound. We amplified that silence by shouting it from the car roof top. It made unmistakebly clear what kind of car the new Ampera is. And it does it in the new tone and style of the Opel brand.

Describe how the promotion developed from concept to implementation.
When we came up with the idea we firstly started looking for an actor that could be 'the voice of the Ampera'. An actor that could proclaim the silence as well as react to passersby. When we found the actor, we looked for and found a promotional agency that coudl provide the hardware ' i.e. stickering and placing the 8 loudspeakers

Explain why the method of promotion was most relevant to the product or service.
If you want to communicate a new electrical model, the lack of engine sound is a good way to get attention. Especially if you use the idea of a'loudspeaker car'. Usually these kinds of cars are used to shout out messages concerning different products. Now the subject of the loudspeaker car is the car itself. That attracted lots of attention.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion got a lot of attention at the moment of driving around in the heart of Amsterdam. People were genuinly surprised. Immediately people started tweeting and putting photos on Facebook. Within a day the Ampera stunt received over 10000 views on Youtube. Especially for a brand like Opel that tries to show a different side of itself, this was a highly creative and valuable promotion.