How Opel Changed its Image from Old-Fashioned to Visionary with Native Ads

By creating three articles focusing on modern leadership, the Danish newspaper Politiken managed to make a brand movement for Opel - from old-fashioned to modern and visionary.
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Summary

By creating three articles focusing on modern leadership, the Danish newspaper Politiken managed to make a brand movement for Opel – from old-fashioned to modern and visionary.

The articles were read 40% more than the guaranteed number of readings.

The goal was to move the perception of Opel from old-fashioned to modern and from traditional to foresighted and ambitious.

Mission

When Opel and the advertising agency Uncle Grey contacted Politiken Native, they wanted a brand movement of the remarkable kind. They had to go from ‘grandpa’s hat’ to modern leadership. 

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Related to the launch of their new Opel Insignia and on the occasion of a larger rebranding of the German car brand, the goal was to move the perception of Opel from old-fashioned to modern and from traditional to foresighted and ambitious.

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KPIs

The goal of the campaign was brand movement – to move Opel from old-fashioned to modern and from traditional to visionary, foresighted and ambitious.

Target audience

The target audience was Politiken’s digital core audience – men and women at leadership-level, 40 years old on average with a household income above average and an interest for change, sustainability and culture. Centred around the big cities – primarily Copenhagen.

The chosen genre was three portraits of visionary and innovative young leaders who represents a movement and a change in their respective businesses.

Creative idea

The tagline of the campaign was Time for New Leaders and the focus was modern leadership. The chosen genre was three portraits of visionary and innovative young leaders who represents a movement and a change in their respective businesses.

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Focus of the campaign was of course leadership and to frame the audience of Politiken in the hearts we partly wanted to get the three leader-personalities’ personal stories about being first movers, about thought leadership and about courage and partly we wanted to find three profiles that coined some of the preferred topics of Politiken’s audience: Gastronomi, sustainability and design.

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It was the first time the Supertemplate, which offers a lot more use of visual storytelling than a normal template, was used for a native-campaign.

Strategic approach

The articles consisted of texts, video, photos and motion graphics and were set up in Politikens new ‘Supertemplate’, which is also used for digital stories by the editorial team at Politiken. The Supertemplate offers a lot more use of visual storytelling –

It was the first time the Supertemplate, which offers a lot more use of visual storytelling than a normal template, was used for a native-campaign.

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Politiken’s new Supertemplate was used for the campaign. It offers a wide range of visual tools to make the stories even more immersive and engaging: Big headlines, different scroll effects, full-screen images and video, sticky elements and code elements. This was the first time the template was used for Native content – before this, it was exclusively used for big digital editorial stories.

The process was handled by Politiken Native (cases, interviews, texts, photo, setup and distribution) and Uncle Grey (creative sparring, video production and motion graphics).

Platforms

After a market analysis, Politiken was picked – partly because of the audience the paper represents, partly of the quality of the content and partly because of the visual opportunities in which the content could be presented.

The campaign was executed at politiken.dk (desktop and mobile)

Content distribution and promotion efforts

The campaign was distributed via the front page of politiken.dk, embedding in all editorial articles, Politiken’s newsletters and paid Facebook-posts.

The articles were published from November 16th to November 31th

After reading the articles 21 % of the readers say that they like Opel more, the articles have lifted the share that finds Opel modern.

Results

The articles were published from November 16th to November 31st and was read 40% more than the guaranteed number of readings.

Article #1 – Rasmus Leck Fischer – 16.435 readings and an average time spent of 6 minutes and 29 seconds

Article #2 – Michael Haase – 15.869 readings and an average time spent of 8 minutes and 22 seconds

Article #3 – Nikoline Dyrup Carlsen – 8.940 readings and an average time spent of 5 minutes and 48 seconds.

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  • Altogether our readers spent 6,7 months with the content over a period of 4 weeks.
  • 59 % of the time was spent on mobile, 29 % on desktop and 12 % on tablet.
  • After reading the articles 21 % of the readers say that they like Opel more, the articles have lifted the share that finds Opel modern, while the share of the readers that find Opel ambitious has gone up from 0 to 17 % after reading the articles.
  • Besides we see a lift in the category ‘Visionary’, while more people think that Opel is different from other car brands.
  • 36 % would seek more information on Opel after reading the articles

It has been interesting to take a native-format, wrap our brand in it without talking about our product and see that people are able to connect Opel to the campaign and the values.

Learnings:

“It has been interesting to cooperate with a media and an advertising agency and get the balance between the journalistic craftsmanship and the commercial parameters to play together – that has been one of the keys to reaching a high credibility, and it is amazing to see the amount of traffic and time spent.

It has been interesting to take a native-format, wrap our brand in it without talking about our product and see that people are able to connect Opel to the campaign and the values, we were looking for in a way that has managed to move Opel in the direction that we aimed for”.

– Peter Jurland, Marketing Manager at Opel Denmark.

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