Opel Corsa _____________ the first car named after its owner
Opel
Issue 27 | June 2013
Agency
Gitam BBDO
Creative Team
Executive Creative Director Shani Gershi Creative Director Karmel Abuzlaf Sagi Blumberg Art Director Eitan Cohen Copywriter Amon Rotem Creative Planning Manager Ran Allon Executive Planning Manager Noa Shelach-Sobol
Production Team
Agency Production Manager Noga Sagi Agency Producer Tali Sasson Yarden Bitton
Other Credits
Executive Digital manager Guy Poreh Digital Client Manager Amit Gurevich Digital Studio manager Karin Mazor Digital Designer Hezi Yosef Flash Programmer Roman Rozanov Ilya Phatelevich Executive Client Manager Elika Merhavi Client Manager Yonatan Regev Client Executive Odelya Stern Executive Planning Manager Noa Shelach-Sobol Planning Manager Lili Aharon Planner Amir Biran Studio Manager Shlomi Bar Photoshop Artist Alex Melik-Adamov Ariel Vitkon Studio Designer Einat Vainstock Sima Ben-Haim
Date
August 2012
Background
When Opel wanted to launch a new model of Opel Corsa specially designed, equipped and accessorized for the young market, they asked us to come up with a proper name for it. They noticed that young people love their car almost as much as they love themselves. They identify with it. And what name identifies you more than your own?
Idea
This insight brought to the world the first car model that is named after its owner. Yes, each and every owner! The new model was launched in newspapers and on the web, and drew hundreds of thousands of users who wanted to see their name on the new Corsa. And as they sold the very first car, they had its owner advertise his own car on the radio.
Results
The innovative idea, combining marketing with advertising, took all the attention of the conservative automotive market, and was covered in every car magazine and newspaper in the country. Within no time, the owner-named model became the most appealing feature of the new Corsa. Sales increased by 30%, and kept rising even after the campaign went off the air. Instead of just naming a new model, they created a new model.
Our Thoughts
Never underestimate the power of personalisation. Anything that comes with your name on it is immediately interesting, be it a letter, a video or even a brand new car.
What this campaign says to young motorists is, ‘You aren’t a faceless consumer. You’re a customer, with a name. More than that, we appreciate and value your individuality.’
It’s an online idea that’s migrated offline. We’ve all got used to personalising our experiences in social media. Now that same motivation has been brought to marketing a car. Simple, brilliant.