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Opel Astra
The new Opel Astra. Upsets the luxury class

RAN IN: Germany; United Kingdom

CLIENT
Adam Opel AG

Tina MŸller (Vice President and Chief Marketing Officer, Adam Opel AG)
Tobias Gubitz (Head of Marketing Communications, Adan Opel AG)
Tam‡s B‡tor (Group Manager Brand Management, Adam Opel AG)

AGENCY
Scholz & Friends *Lead Agency

Frank-Michael Schmidt (Chief Executive Officer, Scholz & Friends Hamburg GmbH)
Percy Smend (Chief International Officer, Scholz & Friends Hamburg GmbH)
Wolf Heumann (Managing Director, Scholz & Friends Hamburg GmbH)
AndrŽ Kemper (ECD, Scholz & Friends Hamburg GmbH)
Erik Heitmann (CD, Scholz & Friends Hamburg GmbH)
Mathias Lamken (CD, Scholz & Friends Hamburg GmbH)
Willy Kaussen (CD, Scholz & Friends Hamburg GmbH)
Christian Fritsche (CD, Scholz & Friends Hamburg GmbH)
Oliver Grandt (CD, Scholz & Friends Hamburg GmbH)
Christian Aussem (CD, Scholz & Friends Hamburg GmbH)
Maurits van der Vegt (Management Supervisor, Scholz & Friends Hamburg GmbH)
Meike Bšsche (Account Director, Scholz & Friends Hamburg GmbH)
Eva Dittberner (Account Director, Scholz & Friends Hamburg GmbH)
Mirjana Dmitrovic (Account Manager, Scholz & Friends Hamburg GmbH)
Moritz Haenschen (Concepter, Scholz & Friends Hamburg GmbH)
Johannes Millhoffer (Copy Writer, Scholz & Friends Hamburg GmbH)
JosŽ Hernandez (Art Director, Scholz & Friends Hamburg GmbH)
Viktor Szukitsch (Junior Copy Writer, Scholz & Friends Hamburg GmbH)
Felix Umbach (Art Director, Scholz & Friends Hamburg GmbH)
Nicolas Egeler (Junior Copy Writer, Scholz & Friends Hamburg GmbH)
Caroline Herbst (Junior Account Manager, Scholz & Friends Hamburg GmbH)
Mark R—ta (Head of TV, Scholz & Friends Hamburg GmbH)
Steve Plesker (Strategy Director, Scholz & Friends Hamburg GmbH)


MRM/McCann

Ruber Iglesias (Chief Executive Officer MRM McCann GmbH)
Sean Condon (Executive Vice President MRM McCann GmbH)
Sebastian Perschke (Client Service Director MRM McCann GmbH)


CARAT

Luc Samama (Head of Operations International, Carat Deutschland GmbH)


SUMMARY

The Astra is back _ after years of continuous decline Opels most important volume model has made its way back on the growth track. With the launch campaign for the new Astra, Opel managed to completely overhaul its flagships image and turn it into a sales hit again, contributing 2/3 to Opels overall growth in sales. The new premium positioning allowed Opel to dramatically increase sales prices and attract younger buyers than before.

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Classification: Multinational

Language: English