During our research we discovered a study by Denmark’s leading hospital indicating that today, Danish men have less of the male sex hormone, testosterone, than they had fifty years ago, leading to low sex drive and low confidence. Quite a problem when launching an Opel station wagon that demands a lot from the man and his confidence. To help them deal with their manhood we decided to design a pair of underwear called Ride Comfortably – testosterone-friendly underwear that makes men manly enough to buy an Opel station wagon. The underwear was designed with inspiration from the design lines of the Sports Tourer with comfortable features like the mesh structure – providing perfect ventilation for the male crotch and testosterone production. We created a unique identity for the underwear and treated them as a high-end fashion label. The underwear could be ordered online for free and shipped to your house.

Our launch film established the low testosterone amongst Danish men and then the solution, the “Ride Comfortably” underwear. The film used surprising visuals, focusing purely on male crotches, to gain attention on the social media platforms it was published on: Facebook and YouTube. A campaign site was developed as well, showcasing the underwear with the help of a fashionable photo shoot and through technical descriptions. Here people could order the underwear or share them with friends. The campaign stretched over 3 weeks and consisted of the launch film, photos from the fashion shoot, GIF’s with specially crafted 3D renders of the underwear. It was wrapped up with a film of the Opel Astra Sports Tourer covered by the Ride Comfortably underwear. The campaign was rolled out with a well planned, yet adaptive, media plan – using everything from Facebook sponsored post, Instagram influencers, native advertising and a big seeding effort.

The campaign was a huge success and it reached people all over the world, gaining 51.383.309 media impressions. The underwear was sold out in just a couple of days. But more impressive was the fact that 38.8% of people ordering the underwear also signed up to the Opel newsletter. Opel’s investment in the campaign was worth every penny with a return of investment reaching 675%. Compared to previous car launches Opel addressed people with a different kind of message and tone of voice, generating PR that spread from the global auto industry to general pop culture – thus gaining access to a much larger target audience than usually. In fact, the campaign increased brand consideration by 11,1%. Oh, and the Astra Sports Tourer became Opel’s bestselling car of 2016.