The campaign goes on TV, print, online and social media channels as well as dealers.
“The new Corsa campaign adds a new chapter to our ‘Change your mind’ movement. The new Corsa once again proves that it is worth it to take a fresh look at Opel” said Tina Müller, Opel Group CMO.
The new Opel Corsa came as a surprise and because it is a small car that offers innovation from upper class vehicle segments. Whether it’s about the premium technologies such as parking assistant, collision alert or lane warning system, IntelliLink connectivity system, the new efficient engines, or emotional design, the reaction to the new Corsa will always be the same: “OH!”
“The new Corsa. The new OH!” is the slogan through which the publicity for the bestselling model of the brand began in 30 markets on 30 December 2014.
The initial phase of advertising had the target to arouse interest in the new Corsa, while the launching phase, which began on 14 January 2015, shows exactly what surprises the new Corsa has. The first phase creates the required noise by large scale advertising panels, ads, and two short TV spots.
From January 14, five different television commercials, 30 seconds long, were displayed on all TV channels with broad coverage featuring the Opel brand ambassadors Nadja Uhl, Ken Duken, Jürgen Klopp as well as the new Opel Corsa model.
The German supermodel Eva Padberg is a new presence and she used charm and humor to show appreciation for the benefits of a heated steering wheel. Outside Germany, Claudia Schiffer is the new ambassador for Opel and the new Corsa.
In addition to the traditional communication channels, both phases include a major online presence, for which Scholz & Friends developed the campaign site neuesOh.de. The Website describes the features of the new model and brings them to life in surprising productions, going from interactive animations, to customized videos. This makes for funny content which is also relevant to the main channels used by the young target audience, which is increasingly difficult 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,” said André Kemper.
“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,” said Percy Smend, Executive Board Member, Scholz & Friends Group.
Opel created the campaign in close cooperation with its management agencies. André Kemper was responsible for the idea and getting it on television and print media. For media planning Carat was responsible and MRM was responsible for on-line carrying out. The campaign “OH!” was completed by social media activities on Knallgrau and kpunktnull.