Gabriël
How did Opel grab all the attention at a time when everyone was clamoring for it, at the Brussels Motor Show?
With a new product that's relevant to the lives of their target audience and a testament to the purpose of this family car brand. By involving people in the creation of that product, an unprecedented move. By setting up a campaign nine months in advance with an unknown outcome.
But one thing we did know was that it would yield nine months of valuable content. And yes, by making headlines in the national press on the first day of the Motor Show. That's how you earn attention instead of buying it.
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