Introduction
How We Gave Star Appeal to the New Opel Astra
We encounter hundreds of brand promises every day, which we only experience in fragments or even consciously block out.
A brand that wants to stand out from the crowd, and trigger enthusiasm and pride in the brand among consumers, therefore has to tread new paths. Like to the desert. That’s why we invited 3,500 Opel dealers to this very landscape, where we launched the newest version of Opel’s flagship model at Mission Astra.
How We Delivered
Made for Taking a Spin: Mars Landscape With Race Track.
In the spectacular isolation of the Spanish Sierra Nevada, we set up a town of 250 ball-shaped luxury tents and let the dealers rediscover the Astra on the race track – literally. And to fall in love with the car all over again. This test drive between curves and canapés turned the economy car into an object of desire – and our Opel dealers into true astranauts.
Awards
This project has not only convinced our customers and us, but also the juries of global awards.
