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OpelColor changing car

The new Opel ADAM comes in more than 60.000 color combinations. How do you showcase this in a dark and wintery Denmark, when the car hasn’t launched yet and you don’t have one to show?

 
 

The Challenge

The new Opel ADAM comes in more than 60.000 color combinations. How do you showcase this in a dark and wintery Denmark, when the car hasn’t launched yet and you don’t have one to show?

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The Realization

You secretly import a car, cover it with special light absorbant foil, and park it in downtown Copenhagen. Then you hide two huge projectors in nearby apartments and get Denmarks best VJ to light-map the entire car and surprise unsuspecting people passing by with preprogrammed sequences of colors, music and sound.

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The Solution

During the event we handed out press releases with specs of the new car that directed people to design their own car on the Opel Website. We cut our footage to a film we then posted on Youtube and seeded on relevant blogs.

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Famously Effective

Overall this campaign was considered a success as we were able to start a conversation about a product that wasn’t there yet and from a small piece of content. The film was watched more than 1068 hours online, and got over 500.000 impressions with a 9.02% click through rate. Three times higher than the average click rate for this kind of content. Visits to Opel.dk rose with 94% and 20.390 people designed their own ADAM on Opel.dk – before the car was even physically launched..