NEW BUSINESS AND MARKETING PLAN FOR 2011

CATCH-OH CORSA
CHALLENGE & OBJECTIVES
The main objective – to launch the new OPEL CORSA in Romania and to
better explain the message that NEW CORSA is the NEW OH!.
The challenge – to build, increase and amplify the awareness of NEW CORSA
and position it as a car that is very surprising in a good way. As the NEW
CORSA has a lot of technology features in it we needed a way to emphases
this but not to overload the users with too many details and let them focus on
the car design.
(in Romanian : “prinde-oh pe corsa” is referring to TheNewOH.com = The
New Opel Corsa)
CATCH-OH CORSA
SOLUTION
We have created a digital platform (a trivia game) where users can challenge
each others in competitions 1-to-1 with the to aim of winning and keeping the
NEW OPEL CORSA for a longer period of time in their account.
If an user answer better and faster to 5 questions he gets the car and must
defense it by answering to any challenge he receive. An user could not be
challenged if he is moving on a virtual map. But surprise: the move is real and
GPS coordinates are putted on a virtual map.
CATCH-OH CORSA
SOLUTION
In order to make the game more dynamical and to link-it with the mobility and
agility of the car we have created also a mobile app.
As long as the user is on the move, NO-ONE can challenge him to gain the virtual
car. With the help of the mobile app, the users could take the car „for a drive“
meaning that, with the app opened on their mobile phones, they are localized and
tracked when they are moving and their coordinates are putted on the virtual map.
CATCH-OH CORSA
SOLUTION
We have created 32 virtual NEW OPEL CORSA cars and we have placed them
virtually in each Opel dealer showroom.
One of the 5 questions the user had to answer in each challenge was about Opel &
NEW CORSA
We have used the image of Razvan Fodor – one of the Opel‘s ambassadors – to
make the project more interesting.
In order to reach our main target audience, we have agreed a partnership with
Unica magazine one of the main women lifestyle magazine (both print & online)
CATCH-OH CORSA
KEY BENEFITS & RESULTS
Unique users on landing page: over 130.000 unique users
Downloads iOS: over 2000 installs
Downloads Android: over 3500 installs
Registered users: over 12.000 unique users
Number of Challenges played: over 5mil
Average time spent in game (WEB): 8 minutes
Average time spent in game (MOBILE): : 23 minute
Unique users reached : over 5 000 000 (banners, facebook, youtube, newsletters,
online & offline articles in Ringier newspapers & magazines)
CATCH-OH CORSA
KEY BENEFITS & RESULTS
Because the cars were placed on the map in the dealer's showroom, we have
increased the awareness for showrooms.
Because one of the 5 questions that each user had to answer was about
OPEL & NEW OPEL CORSA, we think we have found a way to communicate a
lot from OPEL’s features in a fun but “didactical” approach.
The natural integration between online & mobile was contributing to the
project success and positioned NEW OPEL CORSA as an innovative and
modern product.
PROJECT DETAILED DESCRIPTION
The project “Prinde-OH pe Corsa” is innovating with the way it seamlessly integrates online
& mobile channels combining the latest technologies like geo-targeting, real time
synchronization web/mobile, push notifications but in the same time naturally
integrates the NEW OPEL CORSA.
With the mobile app (iOS and Android) the users can play the game in witch they have to
get an Opel Corsa Car placed somewhere in Romania with the aim of keeping the cap
as much as possible in his possession.
In the moment someone wants to keep the car longer, he has the option to open the mobile
app and to “move the car” by moving himself in the real world. If the user is stopping
another user can challenge him in a trivia game and who is winning can take the car!
SEE VIDEO
MOBILE APP
The mobile app was built for iOS and Android
The users could login in only with their facebook account.
The cars have 3 states:
1. Free: can be taken from Razvan Fodor if the user
answer better and faster at the 5 question challenge.
2. In challenge: if the car is in a challenge between 2
users and cannot be challenged again.
3. In Driving mode: the user that won a car is driving
with the game open.
WEB APP
Have the same functionalities as
the mobile app with the limitation
that the car cannot be on the move
so the user is just playing with
challenges.
ONLINE CONTENT
http://www.unica.ro/articol/prinde-oh-pe-corsa-unica-ro-si-noul-opel-corsa-te-invita-la-concurs-125047
http://www.viva.ro/vedete-si-evenimente/stiri/prinde-oh-pe-corsa-unica-ro-si-noul-opel-corsa-te-invita-la-concurs2352790
http://www.avantaje.ro/articol/prinde-oh-pe-corsa-unica-ro-si-noul-opel-corsa-te-invita-la-concurs
http://www.auto-bild.ro/stiri/prinde-oh-pe-corsa-unica-ro-si-opel-te-invita-la-concurs-55385.html
http://www.libertatea.ro/detalii/articol/prinde-oh-pe-corsa-unica-ro-si-opel-te-invita-la-concurs-528342.html
http://www.sportnews.ro/prinde-oh-pe-corsa-unica-ro-si-opel-te-invita-la-concurs-179442.html
http://bravonet.ro/blog/prinde-oh-pe-corsa-unica-ro-si-opel-te-invita-la-concurs/2015/03/17/
http://www.tvmania.ro/prinde-oh-pe-corsa-unica-ro-si-opel-te-invita-la-concurs-173375.html
http://www.unica.ro/articol/s-terminat-concursul-prinde-oh-pe-corsa-vezi-aici-cine-sunt-castigatorii-131829
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