Joël von Mutzenbecher learns to drive a car

The focus is on the up-and-coming Basel comedian Joël von Mutzenbecher and his personal approach to driving. The campaign with audio-visual contributions, integration of social media channels as well as print advertising media (posters, ads) serves to raise awareness of the ASAG house brand Opel. The traditional German brand has been part of ASAG's portfolio since the beginning of 2015 and is in the midst of an image transformation.

Campaign website with videos and contest

In terms of content, the campaign focuses on Joël von Mutzenbecher's development from novice driver to car and Opel expert, supported by ASAG and its Opel Center Basel in Gellert. Joël's learning process is documented in entertaining video episodes. The videos with a street survey to get started and episodes together with the driving instructor are available on the Facebook presence of the Opel Center Basel and the central hub of the campaign at the URL Joel-opel.ch can be called up. The first thing that catches the eye on the campaign website is the prominent key visual. The visual, including a link to the URL, has also been greeting visitors from numerous selected billboard locations in the Basel region since the campaign was launched in March. A competition with a tour of the Opel headquarters in Rüsselsheim as the main prize rounds off the website content.

Joël von Mutzenbecher's involvement fits in well with the marketing strategy of Opel and ASAG. Some time ago, the German corporate headquarters made a name for itself with its umbrella brand campaign "Umparken im Kopf". The aim of the campaign was to break down the prejudices surrounding the brand, which had long been considered dusty or even staid. As early as the beginning of 2015, WS Kommunikation broke down the slogan on behalf of ASAG to its commitment as the new brand representative in the Basel region: "Opel parks around, ASAG gets in." was the slogan. The campaign with Joël von Mutzenbacher, an up-and-coming stand-up comedian who exudes youthful charm and mischievousness, picks up on this thrust and makes Opel tangible for a younger audience as well.

Responsible at ASAG: Jasmine Gasser (Head of Marketing). Responsible at WS Communication: Reto Meyer (overall responsibility), Nadine Wolleb (consulting), Markus Stöckli (creative director, illustrator), Moritz Schibler (text), Alexander Bürgin (web development, graphics), Joe Werner (graphics). Partner: Beetschen Studios (Film).