www.youtube.com/watch?v=xza6nRDbVHA&feyoutu.beature=www.youtube.com/watch?v=yqLiheYJBW0

The wind is quiet. The sun is shining brightly. Perfect conditions. The remote-controlled camera drone, an object that flies using eight rotors and weighs only a few kilos, has reached its target height of 20 meters. It films the action on the ground where colleagues from the Communications Department move 20 ADAMs in a choreographed mix of circles and rows. And in the middle of it all, there is the Black Widow, an authentic replica of the legendary 1967 Rekord C touring car. Then comes the voice over the walkie-talkie: “People, that looked really good. Let’s shoot it again.”

Rising: The camera drone is filming the already positioned ADAM vehicles from around 20 meters height.

Shooting Location: Behind the K48 Hall in Rüsselsheim
The order came from Philipp Quanz, Opel’s Manager for Social Media, TV, and Radio. This job also requires you to be a film director some mornings. The scene is the spacious parking lot behind the K48 hall in Rüsselsheim. A 30-second or so greeting from Opel is being filmed for the Facebook community. “We have more than 2.7 million fans in the social network,” says Quanz. They span 42 market pages and an international page, called a “brand page” in social media jargon. This has just become the first Opel platform to break the half-million mark in likes.

Black Widow as a Symbol of Facebook ‘Likes’
“500,000 friends is a good reason to say ‘thank you,’” says Quanz after the three-hour shoot. “Because of this we had the OSV specialists place numbers on the roofs of the ADAMs, which were filmed from above with the camera drones, and positioned the cars to look like a classic speedometer reaching the 500,000th fan.” Why did they use the ADAM model? “The sporty little car is a champion of connectivity and speaks to our young target audience in an ideal way,” explains Quanz. “To balance this out, we used an old-school classic to represent the Facebook ‘like’ symbol: the Black Widow.”

Important helpers during the shoot: Colleagues from the Communications Team drive the ADAM vehicles that are laminated with numbers on the roof.

The Channel Launched in Spring 2010
Opel’s international presence on Facebook began in April 2010. The page’s first post showed the Ampera driving up to the Geneva Motor Show. Hundreds of photos and videos followed, as did posts, contests, and product campaigns, right up to the current one: the launch of the new Corsa. “We have a channel at our disposal here that spans across nations and we are using it to allow people to experience our market values – ‘German,’ ‘accessible,’ and ‘exciting’ – and we are presenting this in a direct, entertaining manner that is always geared towards our audience,” says Alexander Lengen, who is in charge of Opel’s social media activity.

Everything worked out well: Opel’s media experts Alexander Lengen (3rd from left) and Philip Quanz clap after the shooting, analyst and marketing specialist Kerstin Hess (rear) has a good laugh, apprentice Dorothee Frey (right) completes the quartet which cooperates with the film crew .

Every Member of the Team Has Their Own Specialist Area
While Lengen lays out the strategy, Philipp Quanz is more like the creative mind of the team, for campaigns like shooting this clip, for media appearances like getting together with fans in Oschersleben and car shows, and for maintaining other online platforms, such as YouTube or Twitter.

Kerstin Hess is also part of the team, someone who knows how to align Opel’s marketing activities to the needs of today’s digital age. As Project Leader for Digital & Social Media, Hess was a key player in this project, where she was in charge of linking up each of the various different marketing channels by fostering new synergies by integrating the campaign into the international Opel page. “To coincide with our anniversary, we announced our international fan week on opel.com. Our products are now being promoted using photos submitted by our fans,” explains Hess. Complementing the team is volunteer Dorothee Frey, who primarily supports her colleagues through her talent for organization in any and all areas, for example by coordinating with OSV in getting the numbers placed on the ADAMs.

Everyone Loved the Pumpkin
“We can get a precise read of the feedback on our Facebook activities,” says Kerstin Hess. The currency involved in this approach is, of course, ‘likes.’ The most liked campaign in 2012 was the “Hello, My Name Is…” campaign, where the long-held secret of ADAM’s name was revealed using virtual lettering in a city. The highlights of 2013 include presenting the Monza Concept. “But we got the most likes, 7,655 to be exact, with our Halloween gag photo,” reports Hess. “The picture showed a jack-o-lantern with the Opel Blitz carved into it.”

The interlocking of company’s website and Facebook presence: Opel.com thanks the 500,000 fans who support the brand on the social network. In addition, there is a link to the anniversary video (top right), which was published on Facebook.

A Page Within a Page
In addition, the latest unveiling of the new Opel models was hugely popular – including the ADAM Rocks and the new Corsa this year. For the Corsa, Alexander Lengen’s team came up with another special campaign: a page within a page. “The tag #Corsatime created a sort of 2.0 ode to the small car, which came onto the market in 1982,” explains Lengen. Users can post their own memories of the car, and even music, videos, and other pop references from the past three decades play a role. “In the process, we want to increase the sense of belonging within the community and encourage Opel fans to interact with the brand.”

“Let Yourself Be Surprised”
500,000 fans are a good incentive to inspire other fans with creative campaigns, says Philipp Quanz. “Let yourself be surprised.” He’s already been thinking about how to say thanks for the 1,000,000th fan. “It’s still quite a ways down the road, but it’s worthwhile and if we reach that goal we’re sure to come up with something more than just a video.”

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