Opel Pan-European Roadshow
Opel wanted to promote the release of their new Mokka and Adam vehicles. Opel, in conjunction with Grass Roots Germany organised a series of events across 15 European locations in over 25 languages. Opel dealers from around the region were invited to these events for a series of presentations and seminars about how they could best market the new vehicles and learn tips on how to promote them over the competing cars in their respective market segments.
Each event started with an unveiling of the new vehicles and a presentation about local sales figures and forecasts for the country. The delegates then participated in a series of seminars including ‘Mokka in the Marketplace’ and ‘Adam in the Marketplace’ where the dealers were asked to inspect Opel’s new offerings and compare them with competing cars in the market segment. For example, the Mokka was compared to the Skoda Yeti, Nissan Juke, Mitsubshi ASX etc, while the Adam was compared to the Mini Cooper, Fiat 500, Audi A1 etc.
Group Dynamics were asked to provide a solution whereby the delegates could make a series of comparisons between the cars on a variety of topics including:
- Exterior and interior design
- Customisation options
- Cabin and luggage space
- Build quality
- C02 emissions and fuel consumption
The delegates needed to be able to answer the survey while concentrating on inspecting the cars, rather than voting all at once after the viewing. To do this, Group Dynamics, used their unique Electronic Survey System with the Messenger Audience Response handset. In this way, delegates could answer the survey at their own pace in the language of their choosing. They could review their responses and make any necessary corrections.
Once the time to inspect the cars had finished, the survey results were downloaded directly to Microsoft Excel, where a series of graphs showing the delegates’ responses and a score for each car in each topic. These were then displayed to the audience as part of a discussion group in order to learn which points to emphasise to potential customers as to why the Opel Mokka and Adam might be a better option than their competitors.