Opel Mokka launch

This case study explains how Adam Opel, the car manufacturer, sought to gain European market share in the SUV B segment with new car model Mokka.

Opel Mokka launch

Client: Adam Opel AGBrand: Opel/VauxhallAgency: Scholz & FriendsCategory: AutomotiveCountry: Germany

In 2012 Opel/Vauxhall set out to gain a share of the rapidly evolving and ferocious automotive segment, the SUV B segment. Establishing a strong position in this market was particularly difficult for Opel/Vauxhall, due to several unique brand- and competition-related challenges.

Objectives

Communication objectives:

  1. Build campaign awareness efficiently and ensure the Mokka name is recognised amongst the top three in the segment.
  2. Generate hype about the Mokka through positive media resonance and online response during the pre-launch and...

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