We took over one gas station and lowered the ordinary gasoline price to the same level as LPG. Then we waited to see what happened. We recorded the motorist’s surprised and joyful reactions on 7 hidden cameras both inside and outside the petrol station. Only after they had paid did we reveal our message. That with the new Opel Bi-Fuel models they can enjoy savings of up to one euro per liter, or to put it another way: 'Happy fueling'.

The Bi-Fuel Happiness activation exceeded all goals. We had 60% more participants, twice as many YouTube views and the number of visitors to the Opel website was 25% above our goal. The story even became national news. As a result, 26% of the people surveyed during regular brand tracking said that Opel was an innovative brand. This was not only above our expectations but also meant Opel was now considered the most innovative car brand in the Netherlands.

Most importantly the activation had a concrete effect on the business. Within one month sales of Opel Bi-Fuel models increased 600%.