- Images instead of words: 360-degree launch campaign TV ad showcases newcomer
- Expressive: Brand ambassador Jürgen Klopp encourages all to test the Astra
- Cross-media: Diverse online activities as well as TV, radio and cinema advertising
Rüsselsheim. Opel kicks off the international, cross-media launch campaign for the new Astra today. The motto: “Speaks for itself. The new Opel Astra.” The model is electrified for the first time, packed with innovative technologies from higher vehicle classes and impresses with breath-taking design that is the epitome of the new Opel design philosophy: bold and pure. At the heart of the campaign is an extraordinary TV spot, which confidently puts the electrified Astra Hybrid centre stage. A dynamic tracking shot shows every detail of the model from all perspectives – inside and out. This production is accompanied solely by the sounds generated by the new Astra itself in electro mode. The campaign was developed in cooperation with the Frankfurt-based creative agency Velocity/McCann Germany.
“Our new Opel Astra makes a real statement in the compact class – with top technologies from higher vehicle classes and a stunning design. A car like this does not need a lot of words – the Astra speaks for itself and convinces from the first moment. This is exactly what the launch campaign for the latest generation of our bestseller shows. It runs in two waves into the autumn and is just as bold and pure as the new Astra itself. The spots and cross-media advertising placements encourage people to simply experience the new Astra for themselves,” says Opel Head of Marketing and Sales Florian Huettl.
Jürgen Klopp agrees. The successful coach and Opel brand ambassador doesn’t say much in the TV and radio commercials either, but enthusiastically points out the absolute highlights: “Hey, have you already seen the new Opel Astra? Design – premier league! Plus premium features, fully digital cockpit, best-in-class LED technology and massage seats on request. Need I say more?” A rhetorical question. Instead, the prompt: “Convince yourself. At your Opel partner.” When? On May 7 – because that’s when the new Astra and Astra Plug-in Hybrid make their debut at Opel partners across Germany and can be experienced and test-driven for the first time.
Pure Opel Astra: Extraordinary campaign on all channels
The first wave of the pan-European 360-degree campaign will run in Germany into June and, in cooperation with the Düsseldorf agency Zenithmedia, will cover all relevant media channels. The TV spots will be placed in high-reach slots and attract a lot of attention during the best broadcast time leading into the main news or sports programmes. In cinemas, the Astra will be shown on the largest possible screen during blockbusters with high audience appeal.
The campaign addresses new and younger target groups in particular. Users can experience the new Astra in online videos as well as on social media and other channels from Instagram to Facebook and Twitch. This follows the very successful three documentaries about the making of the new Astra – engineered, designed and manufactured in Rüsselsheim – which recorded more than a million views. In addition to the two-week audio campaign on the largest radio stations, the new Astra will also be presented to listeners in various podcasts.
The latest generation of the compact class bestseller will also take centre stage on giant, eye-catching posters for one month at highly frequented locations in Berlin, Hamburg, Munich and Cologne – as well as full-page advertisements in the most important car magazines and fixed placements in many online media.
Speak for themselves: Opel Vizor, Intelli-Lux LED® Pixel light and Pure Panel
The sixth, completely newly developed generation of the compact class bestseller is not only a real design gem with the Opel Vizor, fully digital Pure Panel and top technologies such as the latest version of the adaptive glare-free Intelli-Lux LED® Pixel light, it is also available for the first time with electric drive – in future in three variants. The new Opel Astra can already be ordered as a plug-in hybrid, and a second performance level will be introduced this year. From 2023, the purely battery-electric Astra-e will complete the offer.
At the same time, the new Astra once again stands for making technologies and innovations affordable for everyone. For example, numerous state-of-the-art assistance systems are fitted as standard in every version. These include front collision warning with automatic emergency braking, pedestrian detection, lane departure warning, traffic sign recognition and drowsiness detection, as well as front and rear park pilot and a 180-degree rear view camera.