ACTION COMPETITION by Isobar Zurich for Opel

Adsarchive » Promo , Case study » Opel » ACTION COMPETITION

ACTION COMPETITION

Pin to Collection
Add a note
Industry Cars
Media Promo & PR, Case study
Market Switzerland
Agency Isobar Zurich
Released February 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: GM SUISSE - OPEL SUISSE
Product/Service: ASTRA
Agency: ISOBAR SWITZERLAND
Date of First Appearance: Feb 8 2010 12:00AM
Entrant Company: ACT EUROPE, Zurich, SWITZERLAND
Entry URL: http://www.and-action.ch
Marketing Manager: Christoph Ernst (GM Suisse SA - Opel Suisse)
Advertising & CRM Specialist: Maria Cristina Rodriguez (GM Suisse SA - Opel Suisse)
Managing Director: Sekan Kee (ACT Europe)
Account Director: Nadine Geiger (ACT Europe)
Account Manager: Denise Hildbrand (ACT Europe)
Head of Digital: Jürg Thomann (Isobar Switzerland)
Head of Development: Dominik Janko (Isobar Switzerland)
Account Manager Digital: Hamza Al Faiech (Isobar Switzerland)
Media placement: Digital Display Ads - Cineman.ch, 20minuten.ch, Bluewin.ch - 08/02/2010
Media placement: Digital Engagement Ads - Facebook - 15/02/2010
Media placement: Newspaper Ads - 20 Minuten, Etc. - 08/02/2010
Media placement: Www.and-Action.ch - Owned Media - 08/02/2010

Results and Effectiveness
Participation was beyond expectation: Each participant mobilised an average of over 15 friends to come and vote. Also we saw vivid discussions about the new Opel Astra on our dedicated Facebook fan page. Therefore, we triggered relevant “consumer-talking to-consumer” activities and generated a significant amount of “earned media”.

Creative Execution
Our audience was encouraged to upload images of them posing as Action Stars on www.and-action.ch. The participants could increase their chance to win the Grand Prize by gathering votes for their respective picture. Friend’s votes could be gathered with Facebook invitations and send-to-friend mails. The launch campaign was supported with editorial integration on 20minuten.ch, featuring the high scores of the day, display ads in cinematic environments, Facebook engagement ads, a dedicated Facebook fan page and print ads.

Insights, Strategy & the Idea
The targeted audience of the new Opel Astra consists of socially active males. We found that they are heavily interested in outgoing and movies. Therefore the global launch of the new Astra was set in a cinematic environment using the claim line “And Action!”. With the digital concept “Opel Astra is searching for the next action star” we started to engage with the audience and have them actively participate in the car launch.