Nov 9, 2015
Rüsselsheim. The General Association of Communication Agencies (GWA) has presented Opel with the “GWA Effie in Gold” for the “Umparken im Kopf” (Change your Mind) campaign. Opel and lead agency Scholz and Friends thus received the most important marketing award in Germany for the courageous advertising campaign, which has won 33 awards to date. The Rüsselsheim-based carmaker and the Hamburg-based agency won the award in the “Comeback” category designed to honor campaigns reinvigorating or reorienting a brand. The trophy was presented to Opel CMO Tina Müller, Frank-Michael Schmidt, Partner and CEO Scholz & Friends Group, Niels Alzen, Partner and Chief Creative Officer Scholz & Friends Group and Markus Daubenbüchel, Managing Director Creation Scholz & Friends Hamburg by city councilor Markus Frank with Opel Group CEO Dr. Karl-Thomas Neumann in attendance.
“The real challenge was to eliminate the existing prejudices the brand was faced with. ‘Umparken im Kopf’ helped us tear down the invisible walls in the heads of an entire nation,” said Opel CMO Tina Müller.
“’Umparken im Kopf’ is the perfect example of how brand communication should be implemented these days. With its campaign on prejudice Opel successfully took on a topic that is bigger than the brand itself and, in doing so, hit society’s nerve,” added Niels Alzen, Chief Creative Officer at Scholz & Friends.
The Effie Award evaluates campaigns according to efficiency, effectiveness and efficiency. The quantifiable results of the cross-media 360-degree campaign were decisive in Opel’s win. Opel was the most strongly perceived brand in Germany 2014 despite an unchanged advertising budget. The company reached more than 20 million drivers with “Umparken im Kopf” and featured on the front page of all key media in Germany. The brand with the “Blitz” thus succeeded in turning around the decline, once again portraying Opel products as cool, high quality and desirable. Meanwhile, “Umparken im Kopf” has become a popular catchphrase and is synonymous with the call to change deadlocked structures and opinions.
The jury of the “GWA Effie Awards” consist of advertising industry, trade, media, marketing, market research and communications agency representatives.
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