Another important Opel & Nokia Project that marked the launch of Opel GTC Astra and also the beginning of a partnership with one iocal TV Star.(Razvan Fodor). The project organized an urban race in Bucharest, between 3 TV stars. The race could be seen online in real time with the help of the Nokia smartphones.(N9 and N8). The project outlined also the Nokia Maps installed on the devices and very useful in crowded cities.

1. 1.URBAN DRIVER
“The New OPEL GTC ASTRA”

2. 1.URBAN DRIVER
CHALLENGE & OBJECTIVES
•The main objective - to launch the new
Opel GTC Astra in Romania, to create
awareness for it and position the car as
“men’s new baby”
•The challenge – capture the audience
attention for 1 day.
•Another challenge was to integrate NOKIA
and OPEL objectives and complete one
with each other.

3. 1.URBAN DRIVER
SOLUTION
Mechanism: We have invented a competition between 3 TV
stars that had to drive an Opel GTC Astra (Razvan Fodor,
Magda Palimariu and Victor Slav). Each of them had a
different route through Bucharest and some tasks to perform
on the road.The project outlined the versatility of the car and
the positioning as a man‘s toy but also the utility of a Nokia
phone in a crowded city like Bucharest
The project had 2 phases :
• Phase 1 – the users were joining one of the TV stars teams
• Phase 2 – „the race“ when the cars were competiting throught
Bucharest. The users that watched the race could win instant
prizes by answering simple questions.

4. 1.URBAN DRIVER
SOLUTION
Mechanism: In the day of the race we had to capture
the users interest and we have gave them small
prizes as incentives. Like that we could gather 5000
unique visitors that engage with each “TV star
team”.
The products (Opel GTC and Nokia) were in focus all
the time.
For an extra chance to the big prize, the users could
upload a photo with them and their OPEL.(by this we
have collected a good database of Opel fans)

5. 1.URBAN DRIVER
LIVE STREAMING ONLINE using a mobile phone
In the day of the race, this was broadcasted live
with the help of a mobile phone.(a Nokia
phone). Another Nokia phone was used for
navigation purposes. Like this the users could
see the real product demos and how they can
use it. This was very valuable for the brand.
It is for the first time when the live streaming
with a mobile phone was used for a campaign in
Romania.

6. 1.URBAN DRIVER
KEY BENEFITS & RESULTS
• On the dedicated website: www.soferurban.ro
• 105 447 unique users
• 380K page views
• 5K unique users in the “race day”
• 8,135 users joined the campaign
• 670 users uploaded photos with an Opel Car
• 1,500 Facebook Users commented on the Live webcasts
•Visibility online : reach 2,5 mil unique users, 220 000 direct
emails sent.

7. 1.URBAN DRIVER
Online media formats used Newsletters inserts for subscribers of :
Standard banners : gandul.info, apropo.ro, Go4it.ro, Promotor.ro,
Prosport.ro, Intrefete.ro, Descopera.ro
Impressions : 25 456 120 350 000 email addresses.
Unique users : 2 563 401

8. 1.URBAN DRIVER
Online media formats used
Special banners (floating overlays): Content news Facebook posts
Impressions : 100 k
Unique users : 50 K