The new Opel Astra in particular marks a quantum leap for Opel thanks to its new lightweight construction, innovations in the top-of-the-range models and leading connectivity services. The success of the new Astra is extremely important to Opel.

A launch event over a 17-day period for 3,500 international dealers and fleet customers is designed to provide a brand experience which reflects the emotional radiance of the brand and signals OPEL’s new beginning, venturing to new spheres with the Astra.

Objectives:

Creating the momentum for the remarkable launch of a remarkable product of the Opel brand.

Highlighting the positive radiance of the brand through a remarkable event and motivating all guests for their sales activities following the event.

And also allowing all guests to get to know the product benefits of the new Astra and experience them at first hand.

“MISSION CONTROL CENTER”.

The centrepiece of the event location is a circular show room with grandstand and an impressive 270° media display. This is where the “astranauts” explore the Astra universe.

“THE MISSION BRIEFING”

A 45-minute show prepared everybody for the Astra mission with all product features and innovations embedded in surrounding space flight animations. After the reveal a hidden door on the stage opens up to the race track for the “lift off” – the moment when the launch is celebrated with the start of the first test trips.

“G-FORCE CHALLENGE” & “SPACE EXPEDITIONS”.

In addition to several active driving excursions, the “astranauts” tested their own G-force resistance and the new IntelliLux LED matrix headlights on a night trip on the race track with professional drivers.

“MISSION ACCOMPLISHED”.

Evening celebration of the successful mission with a stunning view of the illuminated Astra launch base.