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New Opel Corsa: Official Wheels of the MTV Europe Music Awards 2006 Review

September 2006
Filed under: OPEL Car News | OPEL Headlines

An unprecedented through-the-line pan-European campaign for the new Opel Corsa with The C.M.O.N.S, a unique rock band, and MTV, will climax at the MTV Europe Music Awards 2006.

COPENHAGEN, 2006-09-21 -- ‘ Fun, stylish and simply cool: these are the key attributes of the new Corsa’, says Alain Visser, Executive Director European Opel Marketing. To remain faithful to those brand values and make twentysomething ‘Eurbanites’ relate to the car, Opel deviated from the polished mainstream campaigns normally used to launch new models and established a partnership with MTV that will climax with the MTV Europe Music Awards on November 2, 2006 in Copenhagen, where the new Corsa is the official car.

The new Opel Corsa is the "official wheels" of the MTV Europe Music Awards 2006

MTV has proven a key strategic partner for Opel in setting up an authentic and credible pan-European through-the-line campaign targeted at the twentysomething Eurbanite audience – MTV’s typical audience. August 14 a new program was launched on the channel: MTV Under The Radar, a ‘rockumentary’ created by MTVNI Creative that charts the career of The C.M.O.N.S., a renowned cloth-puppet rock band. Through the ‘rockumentary’ viewers were able to get up close and personal with the band and learn more about their personalities and the often scandalous events that surround their showbiz lifestyle. The series of four one minute vignettes and the teaser campaign uncovered intriguing secrets about The C.M.O.N.S. through interviews with various live action characters who worked with the band, including a plastic surgeon, groupie, music manager, strip club owner and the lead singer’s girlfriend.

The campaign was complemented by an official MTV Under The Radar microsite www.mtvutr.com that features artist biographies, paparazzi shots, a photo gallery, music, a discography, the viral campaign, downloadable wallpapers and the link to the official C.M.O.N.S. band site www.thecmons.com. Other assets produced for the band include album covers, magazine covers and behind the scenes photography with the band.

The link between the new Opel Corsa and The C.M.O.N.S has been progressively revealed during September, at different times in each of the key European markets. And a lot is still to come.

The partnership is naturally topped of with the new Opel Corsa being one of the main sponsors of the 2006 MTV Europe Music Awards. This sponsorship also forms the basis for a pan-European consumer promotion in October 2006.

I see real similarities between MTV and Opel’s approach and the way it has progressed, says Alain Visser, Executive Director European Opel Marketing. In the European media landscape MTV has redefined quality entertainment and set new standards in creativity and aesthetics. In our strategy of rejuvenating the Opel brand, we have set a benchmark with the new Corsa, in terms of design, fun factor, quality and price. Of course we want to showcase the new Corsa in its natural habitat, and MTV is the perfect choice and partner. MTV and The C.M.O.N.S reflect the Corsa’s DNA: fun, energy and loads of emotion.


Source: Opel

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