In Spain, people listen to the radio in the morning and in the car. More than 80% of listeners are found in this time slot. This is the reason why we considered it would be effective to create a content that would work well in this time slot.

Every morning in every radio in the world news are given. Opel rearranged this format in a relevant way. At 6 o’clock every morning we wrote the most important news with words that cartoons use in order to transmit the news at 8:30, the time when parents take their children to school.

In very little time, the campaign was a success. Visits to dealers increased by 60%. Opel’s social networks noticed an increase in conversation about our car, making the image of Zafira grow by 28%.