Opel. Fresh Thinking for Better Cars
 Opel Zafria |
 Opel Cabrio |
A new image campaign for a company on the move
"Opel. Fresh Thinking for Better Cars"
Rüsselsheim. Opel has started the year with a new, pan-European image campaign. After launching the campaign with an image film that defines Opel's identity in terms of its heritage, current products and new orientation, the TV spots following in February will which feature the Opel Astra Cabrio and Opel Zafira and carry an emotional message. Advertisements appearing in daily newspapers and magazines will also stress the campaign´s focus on products. A restyled corporate design with a new Opel emblem and a warm shade of yellow as the brand color, visually underscore the new approach. The new campaign will reach a preliminary highpoint in March when it features the all-new Opel Vectra. The mid-size model will be launched into the market in April. Opel developed the new image campaign together with Frankfurt-based McCann-Erickson, Brand Communications Agency.
The strategic goal of the campaign, aside from promoting new products, is to present Opel and the brand assets the company stands for in a more forceful and self-confident manner. Creativity, versatility, dynamism and quality are the essential characteristics the campaign aims to communicate. According to Carl-Peter Forster, Chairman and Managing Director, "There is a fresh wind blowing at Opel. We want to pass this message on to the public with our new communications campaign." The claim, "Fresh Thinking for Better Cars", serves as the guiding principle which is evident in the broad and varied Opel model range. Kris Vilhelmsson, Opel's Director of Brand Communications: "We need an image that clearly illustrates just what Opel stands for in a fresh and self-confident way. With this in mind, all our communication efforts should first and foremost support the image of the Opel brand."
