For the new ADAM, Opel needed to engage with a target group that was younger then any they had attempted in the past. Our research showed us that they were blind to traditional media requiring us to adopt a less traditional approach. The premise of our campaign was to allow our audience to express themselves using one of the three styles Opel ADAM is available in; Jam, Glam & Slam. They could upload a picture of themselves in a photo booth on Facebook, DOOH and at events where they hung out.
Voor/over product of dienst
The new Opel ADAM was officially released on the market in March 2013. The Opel ADAM is a compact premium city car. The model offers unlimited personalisation possibilities so you can make sure your ADAM fits your personality. The car comes in three basic moods; Jam, Glam and Slam from which you can start the optimization process.
The target audience, 18 - 34 year olds, perceive themselves as being unique. They are creative trendsetters, absolute digital natives with social media as the core in their digital existence. They check appealing blogs and share interesting content with their friends. The TA is indifferent to traditional media. They are however susceptible to guerilla stunts and interactive DOOH. And ofcourse social media is key.