Have you ever seen a perfectly crafted full-integrated campaign?
We have seen many brands launch very creative campaigns but we barely see a brand launch a full-integrated campaign until the beginning of February when we spotted one of the best and most creative campaigns ever.
Opel has launched a very creative campaign to promote the launch of its new car ‘Opel Mokka’ in Egypt and we have to admit that Opel did an amazing job with the campaign.
The campaign developed to implement many phases to heat up the market until the official release, the teaser phase, which included many activations, Phase 2, The pre-Reveal, and Phase 3, The Reveal.
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Phase I: The Less Normal Teaser
On the 11th of February 2022, Opel has launched the teaser of its campaign under the name of ‘Less Normal’
Opel posted on its official Facebook page a 15-second video as a teaser for its new campaign and told people to stand by for something less normal.
The teaser was mainly focused on trendy visuals and the high-energy vibes were felt in every second of it. When the two worlds of automotive and music collide, it can give you a glimpse of the Less Normal Experience to be revealed!
The teaser tactical phase didn’t just include a teaser advert on social media, it also included many on-ground activations.
The brand created the Less Normal experience for on-ground activations, and social media competitions for the audience to participate and it received a huge engagement rate.
Opel also created the very first vertical dance show in Egypt at Park St; the on-ground activation didn’t only include the vertical dance show, but also it included an ‘illusion booth’.
The illusion booth is a place with mirror illusions to give the audience a similar experience as the vertical shows at Part St. and The Drive By Waterway.
Part of the teaser phase was launching 2 competitions for the audience for a chance to win an invitation to attend a ‘Bold’ event.
The first competition’s steps were to,
- Take a BOLD picture at Opel booth at @parkst_eg or @thedrivebythewaterway.
- Tag Opel in your story or send Opel a DM with your picture using #LessNormal @opelegypt.
As for the second competition, it was to try the Opel Less Normal filter.
To win a chance, the audience had to follow these 3 steps.
1- Take a creative picture using the Opel filter.
2- Follow & Mention @opelegypt in your story and use the #lessnormal.
3- Post it or DM us on @Opelegypt with your picture.
In addition to these activations, the brand used the OOH campaign with a camouflage of the car with ‘Less Normal’ as a tagline and created PR coverage and stories on digital platforms to generate a buzz around the competitions.
Phase II: The Pre-reveal and Big Reveal
Because curiosity and marketing go hand in hand, the teaser was not the only step by the brand to reveal the campaign; it launched a pre-reveal campaign to give the audience extra dose of the ‘Less Normal’ experience.
The brand collaborated with famous social media influencers and actors like Amir ElMasry, ShoukryLive, Layla Ghaleb, Nourhanne Eissa, Cynthia Khalifa, and Yaya ElSady and released a visually striking mysterious advert to trigger the audience’s curiosity about what Opel is introducing to increase engagement.
The advert was very successful and highly creative; in fact, every second of it was created to get you hypnotized into the ‘Less Normal’ mood.
The brand later launched an Instagram quiz filter so users can try it to tell them if they are less normal. The pre-reveal phase also included billboards with mockups of the car and hammering on the ‘Less Normal’ slogan.
Phase III: ‘Less Normal. More Mokka’ – Car Launch
In phase 3 of the campaign, the brand launched an amazing event and a video copy of the teaser advert.
During the event, Mansour Automotive introduced Opel’s ‘Less normal’ philosophy showing how the brand is challenging the market with its progressive designs.
Following the teaser ad, the brand launched the full copy of the advert featuring the public figures to promote the newest car Opel Mokka.
The PR creative live coverage and stories along with the automotive influencers to promote the car reveal; as for the billboards, they revealed the new car with the tagline ‘Less Normal. More Mokka’.
What You Need To Know About Opel Mokka & Specs
The all-new Opel Mokka compact SUV combines a pure sporty breathtaking design, a stunning interior, and the latest high-tech powertrains all together to make you expect the unexpected.
Opel Mokka includes important features like advanced transmission controls, high-tech security, and safety measures such as driver attention warning. It also includes 8 Airbags, Navigation through the Virtual Cluster, IntelliLux LED® Matrix Lights, Sport Paddle Shifters.
in addition to 8 Speed Automatic Transmission, Wireless Charger and 12 Inch Virtual Cluster + 10 Inch Touch Screen and three driving modes (Eco, normal and sport). It also has voice recognition and keyless entry.
The Opel Mokka will be in the market with two versions: The Elegance for 389,990 EGP and GS Line for 429,990 EGP.
Opel Brand As The German Challenger: Bold, Pure and Modern
The brand introduced a new persona through its new Mokka launch campaign.
Opel wanted to become more bold and confident, so it shifted from being a traditional German brand to a modern one. Opel’s new persona is true to heritage, defining its own path, progressive and future-oriented, consistent, giving a bold statement, and providing quality but also questioning the norm.
This new Opel persona led to the outstanding ‘Opel Mokka’ Less Normal campaign that we have witnessed.
Ankush Arora who is the CEO of Al-Mansour Automotive Group said,
As we enter a new era in the automobile industry, Al-Mansour Automotive, being the exclusive dealer of Opel, is introducing a mindset beyond conventional resources through the German brand, that has always been and will continue to be, exciting and approachable, and now will become even more bold and confident in its expression.
Opel’s new ‘Less Normal’ campaign should be set as an example for all brands on how to create an outstanding fully-integrated campaign.