Opel wins Aller Best Q2 2025

Aller Media was to help Bertel O. Steen launch the Opel Grandland. A spacious SUV of true German quality, with absolutely fantastic, raw comfort. To lay the foundations for the campaign, it was not only important to understand the recent car market, but also Opel's position among countless car brands and models.

Because in 2024, around 129,000 new cars were registered in Norway. The number of car brands was 69, while the number of car models was a whopping 357. There are over five times as many models as brands, which makes it extremely difficult for consumers to navigate the market.

Less than 1% of all these new cars were Opels. The year 2024 was therefore not a success for car importer Bertel O.Steen, Opel and its parent company Stellantis.

- Opel is also not known for being the most popular or innovative brand. One consideration is that Trump is creating enormous unrest around tariffs that are creating ripple effects on the entire value chain for the car market, says Alexander Hansen Vigebo, strategic group account manager at Aller Media and responsible for the campaign.

Despite this demanding market, cars must be marketed and sold, and in January and February, Opel was to launch the new Opel Grandland Electric. A large family car with a range of 524 km.

But Opel competes in an extremely tough market against Tesla, Skoda and Volkswagen, among others, so it was extremely important to stand out in communication.

Aller Media became part of a larger media plan prepared by Publicis, and we received 10% of the budget to create greater engagement in a very relevant context.

For Aller Media, Børsen was an obvious destination. 73% of readers are men, and they have a high over-representation of those who are very interested in cars. 98.7% of readers know about Opel and 39% are considering buying an Opel.

50% of all people in Norway with children living at home, and on Dagbladet We reach a very broad audience of women, men and, not least, families with children.

Hand in hand with Opel

During the campaign period, the Handball World Championship was held on home turf here in Oslo. And who is the sponsor of the Norwegian Handball Association? Opel, of course! This provided a unique opportunity for communication that stands out from other car manufacturers.

To front the campaign, we used one of Norway's most accomplished handball players of all time, namely Bjarte Myrhol.

- He is a face that everyone knows. My association is certainly Bjarte in a Norwegian red jersey. He helps to tie Opel even closer to the Norwegian Handball Association. Bjarte was a true leader on the field and is trustworthy. Last but not least, he loves German cars and has played large parts of his career in Germany, says Hansen Vigebo.

How did we solve it?

We created a brand new product. On all articles on Dagbladet which was about handball, we added a sticky bottom banner with "Win VIP tickets to the handball finals in the 2025 World Cup", with a clear sender ID from Opel.

The CTA led to the content story with Bjarte Myrhol, all the details about the car and why the Opel Grandland is exactly the car a father of three young children needs in a busy everyday life.

In the content matter, we also had a competition. Readers had to answer simple questions from the article about Opel and the Handball World Cup to win tickets. A real common thread from start to finish. The campaign lasted 14 days.