ADAM HITS THE DATING SCENE
Faced with a target market that’s almost entirely uninterested in traditional advertising and media, Carat ventured into virgin territory and won them over in a big way.ZA
Opel’s 2015 brand relaunch was a success, but it had failed to convince the affluent hipster target market that the ADAM was a genuine alternative to the MINI.
The trouble is, the target market is a tough nut to crack; they consider themselves above regular advertising. To convince them, we needed our media strategy to communicate all of the personalities of the quirky Opel ADAM in an entirely different way.
Tinder was popular with our target market and had never taken advertising. So we created profile cards and video placements for each ADAM variant, all looking for people to get to know him better in an environment made for exactly that. When a user swiped right on the model of their choice they were given more information about the car and linked with a dealer for a “date” (test drive).
We encouraged dates and enhanced the campaign’s reach by partnering with SA’s 2nd largest radion station 5FM and became headline sponsors of their Valentine’s Day party. Knowing that the regular flowers and chocolate approach wouldn’t work, we created an anti-estblishmemt “Love Sucks” theme and offered speed dates in the ADAM, even attempting a speed dating world record.
In the end, our hard to engage audience were definitely excited to meet ADAM, with sales of the vehicle smashing our 20% target.