The World’s First Automotive Voice AdClient: Opel Product: Opel InsigniaAgency: Widespace and Dentsu AegisCampaign period: November - December 2013Market: Sweden

Challenge: When Opel launched the new Insignia with voice controlled infotainment system, they wanted a digital campaign as innovative as the car itself.

Solution: To best reach the tech savvy target group and create an innovative feeling, Opel chose mobile as the main channel. How can you best demonstrate a voice controlled and innovative car? With the world’s first voice controlled automotive ad.

When you speak, the ad responds depending on what you say. It allows you to start the radio, to explore the phone integration features, and to test the navigation system.

Result: Five times the usual interaction rate for mobile banners, and PR and social media attention for the innovative format.

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