DRIVER IN ROMANIA WITH THE NEW OPEL ANTARA “SEARCHING FOR THE BEST PICTURE FROM ROMANIA”

3.DRIVER IN ROMANIA WITH THE NEW OPEL ANTARA

CHALLENGE & OBJECTIVES

•The main objective - to launch the new Opel Antara in Romania. •The challenge - to find the most beautiful place in Romania and associate the journey with the pleasure of driving the new car.

•Another challenge was to integrate for the first time NOKIA and OPEL in the same project.

3.DRIVER IN ROMANIA WITH THE NEW OPEL ANTARA SOLUTION

Mechanism: two Opel Antara left from Bucharest following 2 different routes (heading Est and West Romania) in search of the most beautiful place to visit by car in the country. The project had 2 phases :

• Phase 1 – the users were proposing places worth seeing • Phase 2 – two Opel Antara were following the users suggestions and hit the road in a 10 days marathon driving throught Romania

The two crews documented their jurney and published images of the proposed places (and others) and the users were invited to vote their prefered place. We have built an dedicated platforms www.soferprinromania.ro and it was user intensively the Facebook accounts of Promotor.ro and Descopera.ro (the media partners for this project)

The entire adventure was covered in real-time on Facebook.

3.DRIVER IN ROMANIA WITH THE NEW OPEL ANTARA

SOLUTION & NOKIA PARTNERSHIP

Mechanism: The partnership with NOKIA was very well perceived by the users that followed the adventure of the 2 Opel Antara. The 2 cars were shown live on an interactive map and everybody saw in real time their location. The users were invited to take pictures of the cars as they find them in their city and upload them online. Daily they could win some Nokia devices.

3.DRIVER IN ROMANIA WITH THE NEW OPEL ANTARA OFF-LINE INTERACTION

All 23 Romanian Opel dealers in the itinerary were visited by one of the two cars and the pics were posted on Facebook. The Opel dealers showrooms were one of the meeting points with the users that followed the adventure.

People across the country watched the cars approach their cities and arranged via Facebook meeting places with the drivers to take a picture with the car.

KEY BENEFITS & RESULTS

•On the dedicated website: www.soferprinromania.ro •240.000 visits •1.5 million page views •4.600 proposals for “the best place to drive to” from users

3.DRIVER IN ROMANIA WITH THE NEW OPEL ANTARA

• On Facebook • 8 million impressions • 6.000 Likes • 1.500 comments • 200 posts + 277 pictures

• Earn media : 35 articles on sites and blogs about the Opel “driving marathon”

KEY BENEFITS & RESULTS

•A selection with the best pictures taken from Romania were displayed in the center of Bucharest. It was created an outdoor exhibition “Romania in Bucharest” with the support of Bucharest City Hall. The photos will be displayed for 3 months.

3.DRIVER IN ROMANIA WITH THE NEW OPEL ANTARA

FUN FACTS •one car crossed the Danube and, though on Romanian territory, the Bulgarian customs officers took pictures of themselves with the car, wanting to participate in the competition.

•In a remote village that normally is crossed by car in 3 min, one local had followed the route on Facebook and waited the car on the road, made it stop and took some pictures

•In other small city, 350 km from Bucharest, a man working for the mayor’s office also followed the car on Facebook, waited for them and guided the guests around the city to present its beauties.

3.DRIVER IN ROMANIA WITH THE NEW OPEL ANTARA

One of the best picture was the main topic in a debate from the Opel’s office: is it or is it not a Photoshop picture ?

Answer: it is a real photo!

FUN FACTS

THANK YOU Snapshot from the road submitted in the competition by an user.