Opel - "Safety - Round Protection"

McCann-Erickson Brand Communications Agency GmbH

McCann-Erickson Brand Communications Agency GmbH Frankfurt Am Main, Deutschland

Awards

4524

Marke: Opel
Länder: Deutschland

Werbende: Opel

Titel	Safety - Round Protection
Agentur	McCann-Erickson Brand Communications Agency GmbH
Kampagne	Chess - Opel
Werbende	Opel
Marke	Opel
Posted	September 2003
Produkt	Vectra
Geschäftsbereich	Autos
Slogan	Do You Dream Of All Round-Protection?
Story	SUMMARY Within three months of the new Opel Vectra launch, it became market leader in the European mid-class market (not including station wagons). By capitalising on the huge potential of current Vectra owners as well as other mid-class drivers, the launch campaign "Chess" exceeded all marketing objectives and achieved a level of advertising effectiveness and efficiency that is well above the average of the segment.
Philosophie	CREATIVE STRATEGY The launch was based on the theme of Chess, the game of kings. In pre-tests, potential Vectra owners associated this game with intelligence, control, precision, elegance, premium and quality. Driving a Vectra was, all in all, an intelligent move. The launch TV commercial focussed on the dynamic and safe driving of the new Opel Vectra. An oversized chessboard with moving figures dramatised the unforeseeable circumstances drivers have to face in everyday traffic and in which the new Opel Vectra always remains in control, giving its drivers a feeling of sovereignty and precision. The outdoor campaign boosted the overall newness, while the print ads communicated key product strengths like design and comfort. Chess also became an integral part of all below-the-line communication. Interpreted as Your Move, a European-wide potential customer activation programme to generate test drivers was successfully kicked-off. MEDIA Television Newspaper Consumer Magazine Point-of-Sale Public Relations Interactive/On-Line Radio Direct Mail Out-of-Home TOTAL MARKETING EXPENDITURE Over 20 million MEDIA STRATEGY The overall media budget was based on efficiency criteria resulting from an analysis of competitor launch campaigns in the same segment. To raise the attention in the pre-launch phase, a TV teaser campaign was aired. It was supported by print media, radio and outdoor. The goal was to maximise and optimise range, contacts and attention, and lead potential buyers to dealers. A positioning campaign in the post-launch phase using TV, print, outdoor ads helped sustain awareness and communicate the key strengths of the Opel Vectra. EVIDENCE OF RESULTS - impact full launch - efficient communication - successfully back on the map
Problem	CAMPAIGN OBJECTIVES Recapture European leadership in the mid class segment (not including station wagons) and displace main competitors in the two critical markets of Germany and Spain. Establish Opel Vectra as a totally new car compared to its predecessor. TARGET AUDIENCE Potential Vectra owners are male, 45 years old and above, not overly status orientated, traditional and progressive. Family and responsibility have a high importance for them. They are proud of their achievements, reconciling family, job and free time. They attach particular importance to safety, control and stability in their everyday life. They are open to innovative technology so long as it offers clear benefits. Potential Vectra owners expect a comfortable, qualitative high graded car. Its technology has to offer active and passive safety at the highest level. The car design should not be offbeat, but express a timeless elegance.
Medientyp	Presse & Publikationen
Markt	Deutschland, Spanien
Etatdirektor	Andrew Swinton
Creative Director	Christian Medelnik
Art Director	Christian Medelnik
Creative Director	Andy Bate
Texter	Andy Bate
Werbeleiter	Alain Uyttenhoven
Executive Director Brand Management	Alain Uyttenhoven
Director Brand Communications	Kris Vilhelmsson
Werbeleiter	Vince Reardon
European Advertising Manager	Vince Reardon
Werbeleiter	Kris Vilhelmsson