"Umparken im Kopf" was a digital campaign by Opel, a German car manufacturer, aimed at challenging traditional perceptions and changing people's attitudes towards their brand. The campaign encouraged a shift in mindset or "umparken"(reparking) in German, by breaking free of preconceived notions and embracing new ideas.
The campaign leveraged digital platforms to engage with its target audience effectively. Through a series of creative and thought-provoking videos and ads, Opel strived to demonstrate its commitment to innovation, quality, and sustainability. These videos showcased Opel's electric vehicles (EVs), highlighting their benefits, such as zero-emission driving and cost savings, to help reshape people's beliefs about Opel cars.
Additionally, Opel used social media channels and influencers to connect with its audience and promote the campaign further. They encourage users to share their own experiences, thoughts, and stories related to "Umparken im Kopf" using specific hashtags, creating a sense of community and engagement.
As the Senior Art Director, I was responsible for delivering the message through these channels, Opel aimed to encourage a paradigm shift and position itself as a forward-thinking and eco-friendly brand in the highly competitive automotive industry.
In conclusion, the "Umparken im Kopf" campaign by Opel underscored their commitment to transforming the way people think about the brand and their cars. By leveraging digital platforms and creative content, Opel aims to challenge traditional attitudes, build brand awareness, and attract a new generation of customers who value sustainability and innovation.