Sep 7, 2015
Rüsselsheim. Opel is staging the world premiere of the Astra with an exceptional marketing campaign: in a stunt video, the new star of the compact class jumps over five vehicles from the premium segment, proving that it is a true ‘quantum leap’ for the brand. After this kick-off the main Astra campaign starts with five spots, which again star German Opel brand ambassadors Jürgen Klopp and Bettina Zimmermann. They all wittily show that the Astra can hold its own against the luxury class. The campaign slogan is "The new Astra. Upsets the luxury class!".
The quantum leap video made its premiere on YouTube and was already on high-viewership TV stations with a roadblock during prime time yesterday. From today (September 7), previews of the five TV spots are on Opel’s YouTube channel. The main Astra campaign begins in Germany on October 1 on all channels – with TV spots as well as print, out-of-home and display ads.
Opel Chief Marketing Officer Tina Müller says: "The new Astra is a big jump for our brand – and we show this in a humorous and sporty way in the kick-off video. With the amusing spot, we give the Astra the attention-getting campaign start that it deserves. The Opel newcomer will then make its official world premiere on September 15th at the IAA in Frankfurt – a huge splash for our most important market launch this year."
The new Opel Astra really is a quantum leap for the compact class in terms of efficiency, connectivity and premium features. It boasts safety and assistance systems – some of which even make their premiere in this class – such as the groundbreaking glare-free IntelliLux LED® matrix light system. The Astra is also the first new Opel model that comes with Opel OnStar right from market launch. The personal connectivity and service assistant ensures best connectivity around the clock and makes driving more relaxing. In addition, the next generation of the IntelliLink infotainment system debuts two new devices, enabling top smartphone integration with Apple CarPlay and Android Auto.
The car is not only up to 200 kilograms lighter than its predecessor, it is also more spacious and aerodynamic, and is powered exclusively by newly developed, economical engines. A pleasant atmosphere and maximum relaxation are also ensured by the AGR (Campaign for Healthier Backs) wellness seats with massage function and ventilation, heated rear seats and the AirWellness aroma system that turns the Astra into a fragrantly scented lounge.
Three of the five advertising spots in the main Astra campaign again star German brand ambassadors Jürgen Klopp and Bettina Zimmermann. They spotlight the luxurious Astra equipment features in a lighthearted, humorous way. For example, football coach Jürgen Klopp is driving at night, explaining to his passenger why the IntelliLux LED matrix light is a real luxury – and a reason for most everyone to be delighted: "As bright as a stadium, but nobody is blinded." Only the luxury class is upset.
In another video, Klopp is explaining the Astra highlights to an acquaintance as they ride in an elevator and tells his companion he shouldn’t be upset because he doesn’t drive an Astra. But it doesn’t help – he is upset anyway.
In a third spot, actress Bettina Zimmermann offers a businessman a sickness bag in an airplane’s business class because he is sick with envy. The reason: she is reading all of the Astra’s luxury features to him out loud.
And of course Opel OnStar, the innovative personal connectivity and service assistant, is also the subject of the Astra campaign. In one of the spots a young woman rejects her affluent father’s well-meant offer for her and her friend to take his luxury car. Because while it – just like the newest Opel – has seats with massage function, unlike the Astra it has no Wi-Fi Hotspot.
Spot number five shows that the car is so compelling that luxury-class car owners can fly into a frenzy. A well-to-do man who is being chauffeured loses not only his self-composure, but also his slacks when talking to two young ladies in an Astra.
Opel Chief Marketing Officer Müller: "The quantum leap video and the entire Astra campaign are part of the Opel brand’s new positioning that we launched with “Umparken im Kopf” and successfully continued with “Neuen OH!”. The films are an expression of our new self-confidence, as we are setting standards in the compact class segment with the Astra."
Opel produced the quantum leap film and the Astra campaign with the well-known directors Pierre Winther and Alex Feil as well as the agency Scholz & Friends. André Kemper is responsible for the idea for the Astra campaign and its realization, which he executed in close collaboration with Scholz & Friends. The videos were produced by tempomedia filmproduktion gmbh. "With this campaign we again nudge people to take a fresh look at Opel – with the necessary directness and chutzpah," says Wolf Heumann, who as Managing Director of Creation at Scholz & Friends was responsible for the entire campaign’s creative strategy.
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