Advertiser: OPEL
Agency: JWT
Category: Cars & Automotive Services
Advertising campaign: BI-FUEL HAPPINESS
Executive Creative Director: Bas Korsten (JWT Amsterdam)
Creative Director: Dom Nash (JWT Amsterdam)
Deputy Managing Director: Edgar Molenaars (JWT Amsterdam)
Creative Director: Esin Cittone (JWT Amsterdam)
Copywriter: Marijn Peeters (JWT Amsterdam)
Art Director: Michiel Keser (JWT Amsterdam)
Business Director: Natalie Verhoeff (JWT Amsterdam)
Art Director: Jean Pierre Kin (JWT Amsterdam)
Activation Producer: Joost van Holten (JWT Amsterdam)
Relevancy
Rather than just being told the benefit of Bi-Fuel models we gave people the chance to actually experience it. The main advantage of these cars is their cost-efficiency so we directly transferred those fuel savings so they could see the difference for themselves. And instead of dragging them to an Opel showroom were able to communicate our main message on the spot. By putting this message afterwards we ensured the recorded reactions were authentic, thus more likely to be shared.
Outcome
The Bi-Fuel Happiness activation exceeded all goals. We had 60% more participants, twice as many YouTube views and the number of visitors to the Opel website was 25% above our goal. The story even became national news. As a result, 26% of the people surveyed during regular brand tracking said that Opel was an innovative brand. This was not only above our expectations but also meant Opel was now considered the most innovative car brand in the Netherlands. Most importantly the activation had a concrete effect on the business. Within one month sales of Opel Bi Fuel models increased 600%.
Client Brief Or Objective
The objective was simple: Raise awareness of the fuel saving benefits of our new Bi-Fuel models. And position Opel as an innovative but sympathetic brand. Our focus was on private car drivers in the Netherlands.Although Opel has advertised about the advantages of Bi-Fuel before, research showed that over half of car drivers are still unaware of the fuel savings offered by LPG. Time for a different approach.
Implementation
We took over one gas station and lowered the ordinary gasoline price to the same level as LPG. Then we waited to see what happened. We recorded the motorist’s surprised and joyful reactions on 7 hidden cameras both inside and outside the petrol station. Only after they had paid did we reveal our message. That with the new Opel Bi-Fuel models they can enjoy savings of up to one euro per litre, or to put it another way: 'Happy fueling'.