We faced a big challenge with the Opel Adam. It’s a strong product but the Opel brand is weak in South Africa and the competition in the luxury super mini category is tough: MINI & Fiat 500.
Buying a car like this is an emotional decision so we needed to make young South African women get all emotional about Adam in a place where they already spent a lot of time, where brands were not yet present and where the emotion of desire is at the forefront - dating media.
Adam was launched onto the dating scene, anthropomorphising the car into a new German guy on the dating scene in South Africa, looking for love. We put him on Tinder and sent him to Valentine’s Day speed dating events.
South Africans fell in love with Adam that Valentines, resulting in its best ever sales month outselling BMW's MINI and the FIAT 500 for the first time during the campaign period.