Opel turns to Continental Outdoor Media to spread the word about its recently launched models

The promotion of these new Opel models required visually powerful media platforms to drive the key messages home. Primary colours were used on striking static and digital billboards that displayed bold taglines for each model of car.

“All three Opel models utilised both Continental Outdoor’s Citilites and Ignite Digital Roadside billboards to create awareness of their launch in South Africa. Opel maximised the effectiveness of their messaging and creative by combining static and digital OOH touchpoints to capitalise and endorse the features of the new models. The integrated campaign provides essential brand cues that strengthen all other media messaging,” says Lyn Jones, Group Marketing Manager at Continental Outdoor Media.

DOOH is one of Continental Outdoor’s key growth areas and it has invested heavily in building a digital operational hub at its Head Office in Bryanston that manages, schedules and monitors all its digital roadside screens across sub-Saharan Africa. Marketers are able to reach consumers by region, country or continentally, in real-time and adapt their marketing messages with the push of a button from the central neural hub.

Maximum traction is gained by combing compelling digital technology with static Citilites which are internally illuminated and captivating during both day and night. The success of the Citilite range, introduced from France and patented in South Africa and sub-Saharan Africa by Continental Outdoor Media in 2003, is largely due to the tactical opportunities it provides marketers. Advertising messages are moved to new locations every two weeks.

The first model, ‘The New OH!’, positions the Corsa on billboards at Continental Outdoor’s roadside sites, as a populist challenger brand that believes in the premise of giving ‘power to the people’. The Corsa is built and designed on three pillars: well-being and individuality, driving fun and safety, and useful innovation.

“The New Corsa offers way more standard equipment than what you expect from a vehicle in this segment. Oh! So much more, we expect gasps of surprise whenever the new Corsa billboard is spotted. When drivers discover its surprising features, the spontaneous reaction will always be the same - OH!” says OJ van Jaarsveld, GMSA Account Director at Admakers.

The second model is the new Opel Mokka is a contrarian challenger brand that questions the tried and true and presents opposing points of view. The Mokka is built and designed on three pillars: bold and dynamic design, driving dynamics, and everyday versatility.

“The New Mokka challenges buyers to live outside the box and think differently. The New Mokka gives you great stand out looks, driving dynamics and feature rich standard equipment that enables you to have life enriching experiences. Hence the question, ‘What’s your next Mokka moment?’ The OOH execution provides a view into this outside the box moment when it all makes sense, when everything was worth it, when everything clicks, when life is perfect,” says Van Jaarsveld.

The third model is the new trend-conscious Opel Adam that packs a punch at every turn. The unique, comfortable and all-new Opel Adam fits in with consumers’ lifestyles and to promote this completely new name plate for Opel in South Africa. The launch needed to be powerful enough to be remembered, Opel did not have the luxury of relying on previous ownership or consumer experience to sell the car. One of the key benefits that the Opel Adam offers consumers is the ability to customise their vehicle to suit their style.

“The innovative Outdoor Advertising execution, conceptualised and produced by Continental Outdoor, with animation and projection from Applix, made use of projectors to illustrate this during the evening with creative movement and colour changes on an otherwise static platform. Commuters travelling towards Johannesburg on the N1 Ben Schoeman highway, just before the New Road Interchange, Midrand, were made aware of this new attitudinal game changing model for the months of February and March 2015.

“The positioning statement for the Opel Adam is ‘Are you a Game Changer’. One cannot claim to be a game changing product aimed at game changing individuals and just use ‘normal’ media executions. Thus, we thought it suitable to use a very traditional platform, like a billboard, and inject our own game changing attitude,” says van Jaarsveld.

Click here to view the three new Opel models on three static and three digital billboard executions at Continental Outdoor Media roadside sites.