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The new Opel Mokka needed a campaign to strengthen it's name and drive sales. We took this as a chance to push some guerrilla outdoor and have potential customers advertising for us by creating 'Mokka Day' - October 1.
The idea was that Opel would partner with national coffee supplier Gloria Jeans. For the three weeks leading up to October 1, Gloria Jeans’ would supply bright yellow 'Mokka Day' promotional takeaway coffee cups. Then on October 1 anyone who orders a ‘Mocha coffee’ has a chance to win a Mokka car. A Gloria Jeans café is selected at random, and a winner is treated to a Mokka Day celebration as they receive their real Mokka, delivered by Motorcade.
Opel has 22 dealerships nationwide, Gloria Jeans has 284 stores nationwide. By using Gloria Jeans, brand awareness would be increased tenfold. This was a way to spread the message throughout city areas, to young professionals at a time when they're most social - just before commencing work and in turn, really hit home for Opel's urban targets around Australia.
Agency: M&C Saatchi
CD/CW/AD: Nick Weller, Phil Van Bruchem
AD: George McQueen, Tom McQueen