Automotive Industry

Twin campaigns launch a new class of cars for Opel; The Meriva and Signum are very different, but ads have a common tone.(News)

Automotive News Europe, June, 2003 by Britt, Bill

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Byline: Bill Britt

Opel is claiming early success in its effort to simultaneously mount two major pan-European advertising campaigns to launch the Meriva and the Signum.

Although the campaigns are aimed at different groups - young families and modern executives - the ads have a common tone. They are designed to communicate the message that Opel is capable of delivering contemporary, premium vehicles.

The Meriva is a five-seat minivan positioned below the Zafira. The Signum is a crossover between a luxury sedan and a minivan.

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Both campaigns include a highly integrated ...

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Automotive Industry

Twin campaigns launch a new class of cars for Opel; The Meriva and Signum are very different, but ads have a common tone.(News)

Automotive News Europe, June, 2003 by Britt, Bill

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