Digital launch of the Opel Adam.
Valentino Rossi is looking for 3 people to join him on the New Opel Adam advertising set.
Don't let him wait too much: answer his web videos, on the facebook page or on the minisite,
to participate in the casting.
Results: 2.100 participants; 110.000 website unique visitors; fb engagement rate +2% .
Valentino Rossi is looking for 3 people to join him on the New Opel Adam advertising set.
Don't let him wait too much: answer his web videos, on the facebook page or on the minisite,
to participate in the casting.
Results: 2.100 participants; 110.000 website unique visitors; fb engagement rate +2% .
NEVER WASTE ANYTHING REMAINS AFTER A CUT.
The Background:
ADAM is the first and unique urban car with several personalities.
But, how find the right face for all of them?
So, we launched a casting on the Internet, using our testimonial, Valentino Rossi, as the first official face of ADAM.
The online campaign was split in two phases.
We started with a 45” video pill – planned on YouTube, Facebook and also on the official Opel website – in which Valentino announces he was chosen as the testimonial (and so as the first ADAM face) and proclaimed the casting was opened to search even three other faces just to give ADAM a complete personality expression.
The winners could have participated to the ADAM advertising campaign.
But, how find the right face for all of them?
So, we launched a casting on the Internet, using our testimonial, Valentino Rossi, as the first official face of ADAM.
The online campaign was split in two phases.
We started with a 45” video pill – planned on YouTube, Facebook and also on the official Opel website – in which Valentino announces he was chosen as the testimonial (and so as the first ADAM face) and proclaimed the casting was opened to search even three other faces just to give ADAM a complete personality expression.
The winners could have participated to the ADAM advertising campaign.
The idea:
Noticing the participants were increasing day by day, we decided to use even those unused set takes to create specific videos to continue promoting the casting.
A few days later, we launched five shorter pills in which Valentino was caught during the backstage and so continued to invite people to join. In those videos, the overlay supers interact with the action and with the speeches of Valentino.
The subscriptions increased in a few days and we received a higher number of photos than the first prevision.
A few days later, we launched five shorter pills in which Valentino was caught during the backstage and so continued to invite people to join. In those videos, the overlay supers interact with the action and with the speeches of Valentino.
The subscriptions increased in a few days and we received a higher number of photos than the first prevision.
Campaign: ADAM&VALE
Client: Opel Italia
Agency: McCann
Creative Direction: Alessandro Sciortino
Copywriter: Niccolò Lucchino
Art director: Alessandro Polia
Casa di Produzione: Movie Magic Production
Film Director: Amarena Pictures
Video Editore: Suoni/Marco Cilenti
Creative Direction: Alessandro Sciortino
Copywriter: Niccolò Lucchino
Art director: Alessandro Polia
Casa di Produzione: Movie Magic Production
Film Director: Amarena Pictures
Video Editore: Suoni/Marco Cilenti
Sound design: Suoni
Music: Suoni
Music: Suoni
Casting Launch - 45" web pill
Valentino is still waiting for you.
5 web pills.
Subject 1.
Subject 2.
Subject 3.
Subject 4.
Subject 5.
