New Corsa surprises with innovations from upper-class segments
Jürgen Klopp, Nadja Uhl, Ken Duken and Eva Padberg as brand ambassadors
Claudia Schiffer promoting on international stage again
Rüsselsheim. The launch campaign for the new Opel Corsa shows exactly what surprise sounds like, spotlighting the universally understood “OH!”. Under the direction of André Kemper, an integrated campaign was created with Opel’s international lead agency Scholz & Friends. The communication measures will be rolled out via TV, print, online and social media channels as well as in dealerships. “The new Corsa campaign adds a new chapter to our ‘Change your mind’ movement,” says Tina Müller, CMO Opel Group. “The new Corsa once again proves that it is worth it to take a fresh look at Opel.”
The new Opel Corsa surprises as a small car featuring innovations from upper-class vehicle segments. Regardless of whether it is about premium technologies such as park assist, collision alert or lane departure warning, the Intellilink system for perfect connectivity, the new efficient engines or the emotional design – the reaction to the new Corsa will always be the same: “OH!”. Advertising for the brand’s bestseller started in 30 markets on December 30, 2014 with the slogan “The new Corsa. The new OH!”.
The initial teaser phase aims to arouse interest in the new Corsa, while the launch phase starting on January 14, 2015 shows exactly what surprises the Corsa has in store. The first phase creates the necessary buzz via widespread billboards, ads and two short TV spots. From January 14, five different 30-second TV commercials shown on all the wide-coverage TV channels featuring Opel brand ambassadors Nadja Uhl, Ken Duken, Jürgen Klopp and the new Opel Corsa will surprise people. German supermodel Eva Padberg, a new addition to the team, uses her charm and humor to express her appreciation of the advantages of a heated steering wheel. Outside of Germany, Claudia Schiffer is again an ambassador for Opel and the new Corsa.
In addition to traditional communication channels, both phases include an extensive online presence, for which Scholz & Friends exclusively developed the campaign site neuesOh.de. The site describes the features of the new Corsa and brings them to life. The surprising productions range from interactive animations to personalized video messages. This makes entertaining and relevant content available via the main channels used by a young target audience that is hard to reach via traditional communication methods.
“The new Corsa is the new, surprising ‘OH!’ from Opel. It wins over everyone who drives it, changing minds along the way,” says André Kemper, Managing Director of André GmbH. “Opel marketing has also changed its online approach. We consistently use the potential of the digital world for the ‘OH!’ campaign. This enables us to communicate surprising information in an exceptional way and to use new means to get people excited about the brand,” says Percy Smend, Executive Board Member, Scholz & Friends Group.
Opel created the campaign in close cooperation with its lead agencies. André Kemper was responsible for the idea and realization in TV and print media. Project management, digital production along with the roll-out in over 30 European markets was overseen by Scholz & Friends. Carat was in charge of media planning and MRM was responsible for online realization. Social media activities by Knallgrau and kpunktnull round off the “OH!” campaign.
Client: Adam Opel AG
Chief Marketing Officer: Tina Müller
Director Brand Strategy and Marketing Communications: Tobias Gubitz
Director Global Media & Digital Marketing: Björn Osterndorff
Head of Brand Management: Tamás Bátor
Assistant Brand Manager Small / Mini: Katrin Hinz
Project Leader Media Planning: Britta Weiser
Agency: ANDRÉ
Managing Director: André Kemper
Creation: Marcell Francke, Tim Belser, Erik Heitmann
Consultancy: Silke Schmitz, Amelie Harich
Agency: Scholz & Friends Hamburg
Executive Board Member: Percy Smend
Managing Director Creation: Wolf Heumann
Managing Director: Christian Ringel
Creation: Willy Kaussen, Oliver Grandt, Christian Fritsche, Dirk Ollmann, Yun-Jung Hwang, Beatriz Carosini, Frauke Müller, Julijus Rebic, Moritz Hettwer, Holger Kohl
Consultancy: Maurits Van der Vegt, Meike Bösche-Scheuing, Jennifer Becker, Marc Prochnow
Strategy: Steve Plesker
Broadcast: Mark Rota
Production: Katja Czok
Art Buying: Kerstin Mende
Development: MRM
Social Media: Knallgrau, kpunktnull
Media: Carat
Photographer: Olaf Hauschulz
