100% Meriva - 100% Flexible
Client Name: General Motors Europe/ Opel
Agency Name: McCann-Erickson
Category for this Entry: Automotive
The challenge was to launch the Opel Meriva - a new small versatile monocab -whilst achieving the overall objectives for the Opel brand. The pan-European launch was firmly based on new Opel brand values, communicating the emotional as well as functional benefits of owning an Opel Meriva. The fully integrated communication started three months prior to launch to first build up awareness, then explain the product concept, establish the positioning, and eventually create floor traffic at the dealerships. Due to this strategy, Meriva is currently market leader in nine European countries, thereby exceeding the defined marketing and communication targets.