Opel Mokka launch

Client: Adam Opel AG
Brand: Opel/Vauxhall
Agency: Scholz & Friends
Category: Automotive
Country: 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 launch period.

Marketing objectives:

  1. Solidify a strong and lasting image for the Mokka on image: design, personality and character.
  2. Place the Mokka within the top three trendiest options.