Alan Visser, the company's head of marketing and sales, said that Opel's new advertising campaign will revolve around 19-year-old singer Lena, who gained wide recognition after winning the Eurovision Song Contest 2010.
The campaign, aimed at breathing new life into the brand's image, was launched during the singer's concert. In addition to traditional advertising tools, Opel intends to more actively use modern channels of interaction with the audience, including social networks. The implementation of the plan will be carried out in stages, as part of a number of planned events.
Music and the entertainment industry become a key direction for the brand — a sphere that evokes the strongest emotional response in people. Cooperation with Lena is expected to help Opel strengthen its position in this communication space.
"It is a great honor for us that such a bright person represents our brand. Lena is youth and energy, she makes the Opel image more emotional. Our union looks absolutely logical: music is the most emotional way of communication, and Opel design is the most emotional in the automotive industry. Lena's unconventional personality fully matches our principles. Together with her, we will be able to fully realize our motto 'Wir leben Autos' ('We live cars')", said Mr. Visser, addressing the enthusiastic audience before the singer's performance.
The choice in favor of Lena was made due to her expressive manner of performance, undeniable talent, and the energy she puts into her work. Under a long-term agreement, Opel will support Lena in her preparation for the Eurovision Song Contest 2011. The singer herself, in turn, will take part in various events held under the auspices of the brand.
