Develop three innovative concepts to sell Opel car model Adam to new target groups, put brand- and product experience at the heart of the introduction campaign. Organise car launch events, develop a five-day sales training concept for car dealers and fleetowners, integrate social media.
Insight: To sell Opel Adam to a new, millenial target group, car dealers have to get acquinted with new ways of thinking, they must “Umparken im Kopf“. DAILY BREAD Team Amsterdam developed the ‘Adam pop-up store’ where Opel Adam was presented to the management of dealers and fleetowners in The Netherlands. In a setting enabling managers to get a feeling for the new urban target groups, enabling to look through their eyes. A tantalizing video clip has been created and produced showing two Amsterdam skateboarders daringly skate Opel Adem. Car dealers could playfully adapt key-thinking and -feeling of potential buyers. Building on this pilar, a five days salestraining was given at homebase ‘Club Air’, from where also tours were organised to locations fitting to the workshop themes.