Carat’s ‘adam Rocks’ Campaign For Vauxhall Launches Buzzfeed’s First Multi-market, Multi-language, Cross-brand Activity In Europe


Carat’s latest campaign for Vauxhall, Adam Rocks, marks a double first for their media partner, BuzzFeed. The campaign, which launches on Thursday, will feature the site’s first non-English content and first multi-market, cross-brand activity in Europe.

The campaign, for Vauxhall in the UK and Opel in Germany, will see 15 sponsored posts appearing simultaneously in English and German for BuzzFeed users in Europe, creating a continuous conversation with the target audience of successful and creative millenials over the rest of the year.

Peter Hope, Marketing Director, Vauxhall, comments: “We’re excited to be working with BuzzFeed for this unique campaign. They have a solid footprint in the UK, and their content and tone are a perfect fit for the Adam Rocks audience. Consumers are turning away from traditional advertising, and when it comes to native social content, BuzzFeed is simply superb.”

BuzzFeed has been expanding globally since it first launched in the UK over a year ago and will soon launch in Germany. The Adam Rocks campaign will also be largest automotive campaign for BuzzFeed in Europe. The campaign positions Adam Rocks as a city car with a tough yet playful personality. Vauxhall and BuzzFeed will highlight the car’s tough styling, higher stance and canvas rooftop features.

Will Hayward, VP Europe, BuzzFeed, adds: “Our growth to date has been phenomenal, and now is the time to expand into Europe’s second biggest ad market. Adam Rocks is the perfect campaign to begin with, leveraging our UK experience with Opel’s German heritage.”

Zoja Paskaljevic, Head of Operations The Opel Group, Carat Global, concludes: “The creative idea behind Adam Rocks needed a native approach if it was to resonate with our audience across Europe, especially in the UK and Germany. The Opel Group gave us a mandate to innovate and we were delighted that BuzzFeed was more than willing to launch content in English and German. It’s been great working together to launch this, and all parties are excited to see how the consumers embrace and share the content, no matter their native language.”

For further information contact:

Isobel Bradshaw
Network Communications Director
Carat Global
+44 (0)7812 384 276

Judith Weiand
Director of Corporate Communications 
Dentsu Aegis Network Central Europe
+49 (611) 9788 424 

Alice Suh
?Global Director of Communications

About Carat
Carat is the #1 Global Media Network, according to RECMA, and a market leader in digital and diversified media solutions. Our vision is to Redefine Media and create better client business value through our command of media convergence. Established in 1968 as the world’s first media agency, we are part of the Dentsu Aegis Network, the first truly global communications network for the digital age. Carat currently services clients in more than 150 countries and employs more than 6,000 staff worldwide.

About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of eight global network brands - Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, Posterscope and Vizeum and supported by its specialist/multi-market brands including Amnet, Amplifi, Data2Decisions, Mitchell Communications (PR), psLIVE and 360i. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 110 countries worldwide with over 23,000 dedicated specialists.

About BuzzFeed

BuzzFeed is the social news and entertainment company. BuzzFeed is redefining online advertising with its social, content-driven publishing technology. BuzzFeed provides the most shareable breaking news, original reporting, entertainment and video across the social web to its global audience of 150 million.

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