Will you like this campaign? Of corsa you will

At the core of the campaign is the idea that “Corsa cars pick Corsa people” – putting the idea that consumers choose brands on its head. This fussy car is looking for young trendsetters to push its pedals.

In all creative executions, a snakelike seatbelt snatches the unsuspecting target from another advert to set the person squarely behind the wheel of the new car. This includes the striking television campaign where the seatbelt reaches into an advert for another product and whips the central character into the car.

For the magazine campaign, the team brokered co-operative advertising deals with Morgan, Soviet, PVM Energy Bar and Polaroid Sunglasses – brands that have a strong connection with the target market. Here the characters would first be seen with the co-operative product with the seat belt ‘tearing' them out of the magazine. The next page reveals the character placed in the vehicle.

The consumer base for this new car was identified as trend setting early adopters between the ages of 24 and 35. “For this campaign we looked beyond the standard TGI and AMPS data to make a real connection with this consumer,” says Jeanine Pietersen, Media Planner at Universal McCann. “We took a rather unique approach – one that builds intrigue and resonates with this target market that resists traditional advertising,” she adds.

The results speak for themselves; the campaign is viewed as being instrumental in driving sales figures for the sporty new car – so much so that Gauteng's biggest Opel dealer apparently had to extend the operating hours on Saturdays for three weeks in a row to accommodate the number of walk-in's when the campaign broke.