Opel has dubbed this campaign, “She gave you your life, give her this day.” The fitting slogan arrives alongside a digital short film Opel created to honor moms ahead of Mother’s Day.
Brands don’t do this for fun, though. There are benefits behind a strategic marketing move like this. It’s called authenticity. Dropping sales altogether, Opel hopes to connect on a more emotional level with its consumer base, while projecting a human message for the brand.
“Opel wants to bring people together on Mother’s Day, since owning a car means having the freedom to stay in touch with each other”, say Opel CMO, Tina Müller. “With this clip, Opel shows what really counts”, she added. “To be there for someone, despite all the hectic. To delight the most important people in life.”
We’d say it works. It’s a touching story with subtle branding. Selling works best when it feels as if you’re not being sold to. Have a look for yourself up above.