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Studiu de caz - 23 Ianuarie 2014
Opel „Mini Wreck”

Opel „Mini Wreck”

Each summer, the Romanian government launches “The Wreck”: a national program, in which you bring in your wrecked car and receive a standard voucher to buy a new one.

de Geometry Global
All auto brands focus their communication on one thing: price cuts. The voucher value is taken off from the car price. Obliviously, media budgets vary – from very large, to really small.

The challenge:
Since we cannot outspend our competitors, how do we outsmart them?

The solution:
Change the perspective, from big to small. So we launched The Mini-Wreck, the first program for kids’ old toy cars.

On June 1st, we invited children and parents to Opel dealers with their broken toy cars. In exchange for the wrecked toys, children received brand new Opel models! A nice surprise for parents and a cool gift for kids... on The Children’s Day!

But there’s more. We used the toy cars in a special, colorful outdoor to promote the Wreck program for parents – two weeks before the official start. Opel Mini Wreck

The results:
The Opel Mini Wreck got to our audience. We’ve received hundreds of likes, shares, lots of media impressions and requests to extend the program at a national level. The traffic boosted at the local dealers, and the Opel toy cars vanished in less than two hours.

The coolest part? We’ve put hundreds of smiles on children’s faces.



Credits: Mihai Fetcu (Creative Director), Radu Constantinescu (Senior Copywriter), Arpad Fekete (Senior Art Director), Dana Pascu (Senior Strategic Planner), Radu Glonț (Account Director), Patricia Arbănaș (Senior Account Manager), Monica Gheorghe (Traffic
Manager), Nicoleta Dima (Account Manager), Roxana Cerchez (Social Media Strategist), Mihaela Zaharia (PR Specialist).
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