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How Politiken Native's Campaign Helped Rebrand Opel from Traditional to Visionary

Goals and objectives

When the German car brand Opel contacted Politiken Native they had a clear mission: To move its brand from old fashioned 'gran pa's' car to modern, visionary, ambitious and different from other car brands. 

Related to the launch of their new Opel Insignia and on the occasion of a larger rebranding of the car brand, the goal was to move the perception of Opel from old-fashioned to modern and from traditional to foresighted and ambitious. 

The ambition was a clear brand movement exercise - direct sales or other metrics weren't a goal for Opel with this specific campaign.

The brand wanted to target a younger group of people than they have reached traditionally with a campaign that positioned them as a possibility for younger people and younger leaders.

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