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.


Campaign details

Client: Adam Opel AG Brand: Opel Agency: Scholz & Friends Hamburg GmbH Category: Automotive Country: 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 answe

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