Opel: ADAM&YOU

This case study describes how Adam Opel AG, a car manufacturer, promoted its Opel (Urban City Car) to people that perceived themselves to be in the creative elite in Germany and Italy.

Opel: ADAM&YOU

Campaign details

Client: Adam Opel AGBrand: OpelAgency: Scholz & Friends Hamburg GmbHCategory: AutomotiveCountry: Germany

When Opel released its first city car in 2013, its success seemed everything but a safe bet. Why should Opel be able to score against well established and beloved incumbents? Why should urban drivers need yet another tiny car? Opel's ADAM found answers to those questions.

Throughout the years numerous car companies launched cute little cars to leverage the urbanisation trend and connect with young target groups. Fiat was the first brand to realise the...

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