Opel Astra
General Motors
McCann and MRM Worldwide Frankfurt have developed an integrated campaign that is connected at every level and at every touch point to the consumer. The campaign is based on a cinematic style that leverages movie–like characteristics to build emotion, excitement, and intrigue around the new Opel Astra. The Astra Launch Campaign works around the motto “And Action,” positioning the new Opel Astra as a true hero of the show, depicting a lifestyle full of action, glamour, and suspense.
The new Opel Astra is the campaign hero and the idea revolves around there being a new star in town that is going to surprise you inside and out, being the car of choice on the mission for a new thrill and excitement in your life.
We created a unique visual language, which is consistent throughout all the Astra communication/disciplines. The language is cinematic, poster-like, iconic, premium, graphic, clear, interesting, with a very modern picture language — a nearly artistic approach. More than just the visual world, the Astra campaign has a definite cinematic tone of voice that heightens the overall impact and entertainment value of the campaign.
MRM Worldwide has brought this campaign to life by developing innovative and engaging digital assets such as the Astra Visualizer, which is a unique mix of CGI and shooting scenes, the Augmented Reality application, and iPhone applications on top of a broad selection of cutting-edge, online media assets. All this brought the product closer to the target audience in an involving way, driving leads and sales, and ensuring the successful launch of the new Astra.
Results:
More than seven minutes of intense product experience for nearly 50% of Astra microsite visitors.
41% completion rate, an increase of 26% compared with Insignia Visualizer.
70% of the traffic driven to the microsite through online media, search, social networks, blogs, and forums.
