Opel Print COMFORT UP TO YOUR FINGERTIPS by Scholz & Friends Warsaw

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COMFORT UP TO YOUR FINGERTIPS

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Industry Cars
Media Print, Magazine & Newspaper
Market Poland
Agency Scholz & Friends Warsaw
Creative Director Jarek Wiewiorski, Jozek Dutkiewicz
Client Service Director Tomasz Wajszczyk
Producer Ewelina Zawadzka
Released March 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: OPEL
Product/Service: OPEL ZAFIRA TOURER
Agency: SCHOLZ & FRIENDS WARSAW
Junior Art Director: Jakub Turczynski (Scholz & Friends Warsaw)
Junior Copywriter: Wiktor Bruchal (Scholz & Friends Warsaw)
Creative Director: Jarek Wiewiorski (Scholz & Friends Warsaw)
Producer: Ewelina Zawadzka (Scholz & Friends Warsaw)
Creative Director: Jozek Dutkiewicz (Scholz & Friends Warsaw)
General Manager: Marcin Jeziorski (Scholz & Friends Warsaw)
Account Manager: Piotr Jachimowicz (Scholz & Friends Warsaw)
Client Service Director: Tomasz Wajszczyk (Scholz & Friends Warsaw)
Media placement: LEATHER COFFE CUP SLEEVES - "W BIEGU CAFFE" NETWORK OF CAFES IN WARSAW - 10 March 2012

Describe the objective of the promotion.
In cafés around the cities, we exchanged coffee cup sleeves for ones made of quality leather, the same as is used in Opel cars. The coffee inside the cups heated the leather, giving the experience of the heated steering wheel.

Describe how the promotion developed from concept to implementation.
How to bring people to Opel showrooms, when it's -15C outside? We focused on one feature that was suitable for such weather: the heated steering wheel feature in the Opel Zafira.

Explain why the method of promotion was most relevant to the product or service.
No one ever did this before.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We don't know yet how many people decided to actually visit the dealerships inspired by our idea and activity, as it is still too soon. But what we know is that the general reaction to the idea was very good and warm. During a single day of our event over 800 people got a chance to learn how the heated steering wheel of the New Zafira Tourer works and how comfortable it is. All prepared coffee cup sleeves were given out. All prepared POS materials (product leaflets, promo leaflets) were also given out. Many people asked the café's employees about the New Zafira Tourer.