Opel is set to launch a new ad campaign that it hopes will “energize the brand.” The effort will use old school methods (read: television ads) coupled with some social media goodness to help spread the word. What’s most interesting about this announcement, however, is that GM’s European arm has made Lena Meyer-Landrut its official brand ambassador.
Lena, who is primarily known by only her first name throughout Europe, was the 2010 Winner of the Eurovision Song Contest (Think American Idol with a person representing each European country and no Simon Cowell). Most recently, she gave a surprise concert to the attendees of Opel’s Day of the Open Door in Rüsselsheim, Germany (pictured above).
“We are very happy to have such a great representative for our brand,” said Alain Visser, Vice President of Sales, Marketing & Aftersales. “Lena is a young, vibrant woman, who adds excitement to our brand. We are simply a great fit: Music is the most emotional way we communicate. Opel’s design language is the most emotional on the market. Lena’s unconventional character sits well with us, too. With Lena, we can bring our brand claim “Wir leben Autos” to life.”
The GM Authority Take
As you may have already deciphered, this is Opel’s play to reach the hip and young European market. Our friends in the EU have told us that Lena is nothing short of an Idol in Germany and that many “youths” are simply crazy about her. Of course using celebrities to endorse products is nothing new – but it will be interesting how Opel handles this one.
If you’re in Europe, please chime in in the comments below and let us know what you think of this.