Dec 8, 2015
Rüsselsheim. Versatile, individual, successful – since its introduction in 2013, the Opel ADAM has been winning over the public with its sporty esprit and as a stylish statement from the heart of Europe. The individualization champion is especially inspiring to the young and young-at-heart target groups. The spirit und countless personalization possibilities of the ADAM foster the co-creation approach: the manufacturer doesn’t determine the urban car’s design alone, every customer can have their say according to their personal taste and imagination. With the new online campaign #ADAMyourself, Opel is now providing a forum for enthusiastic co-creators. Ten creative lifestyle bloggers from all over Europe will live out their enthusiasm for the ADAM, boosting the motto ADAM & YOU onto the next level.
“With #ADAMyourself we are exactly in the place that’s bustling with fans and future ADAM drivers – the social media channels,” says Opel Chief Marketing Office Tina Müller, describing the online campaign. “Together with the stars of the digital lifestyle scene, we are not only very close to the style trends of the target groups, we also invite them to become a part of ADAM and express their personality and creativity in this unique car.”
The starting signal for the one-year campaign was on December 3 in the former production hall K48 at the heart of Opel headquarters in Rüsselsheim. On site: the stars of the digital lifestyle scene – Nilam Farooq (Germany), Nicoletta Reggio (Italy), Victoria Magrath (UK), Lukasz Jakobiak (Poland), Caroline Bassac (France), Joao Manzarra (Portugal), Mascha Feoktistova (Netherlands), Lorna Weightman (Ireland) as well as Vanja Milicevic and Jelena Karakas (Serbia). The bloggers well-known throughout Europe showed how they track trends, what styles are in today – and why the Opel ADAM is the perfect car to give free reign to their own creativity and personality.
Mark Adams, Vice President Design Europe and his design team opened the creative space for the digital stars. Afterwards Opel CEO Dr. Karl-Thomas Neumann and CMO Tina Müller welcomed the guests. During a joint “walk-through“ of the hall on the Opel premises they talked about their experiences with the ADAM and gained new insights into the different blogger scenes.
With the kick-off event, the campaign microsite www.adamyourself.com, where everyone can create their very own ADAM, also went live in the European countries. A jury – including Opel representatives and the ten European bloggers – choose the country favorites, which will then each be produced from fall 2016 as the limited special model series “ADAM YOURSELF”. The very special part: the winners will be the “advertising face” for their ADAM in their country.
Until then, the stars will report on their experiences in the ADAM world in the campaign blog. In the framework of #ADAMyourself, the bloggers will accompany their communities as they discover the Opel ADAM and its virtually countless individualization possibilities and share their experiences on the campaign platform.
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