Opel Chief Marketing Officer, Tina Müller, states every single new piece of advertising or promotion is shown to her on a smartphone first. This approach is becoming the norm in a day and age where mobile is king, and fixed technology slowly fades away.
It has led Opel to a new motto, “Mobile First”, and it’s exemplified by the latest OnStar campaign created in a joint effort with Facebook.
“The smartphone is at the center of modern living. In times of increasing digitalization, marketing experts must rethink their media planning and campaign design. We achieved that successfully with Facebook. New campaign ideas are first presented to me on my smartphone, because these days it is important that advertising works on the small screen”, says Opel Chief Marketing Officer, Tina Müller.
With Facebook, Opel developed an engaging, multi-part video campaign to highlight its OnStar technology. The campaign kept focus with Facebook as its sole target, and results were impressive, according to the brand.
17 percent of the campaign effectiveness was achieved with only seven percent of the planned media budget, and 12 million people were reached in a relevant audience range. Opel’s brand image climbed 30 percent during the six-week long campaign.
Since most Facebook users first watch videos without sound, Opel ensured the video design was attention grabbing from the get-go, forgoing the conventional build up most TV ads utilize.