The German artist recently gave a surprise one-hour concert at the end of Opel’s Day of the Open Door in Russelsheim. During the event, Alain Visser, Vice President Sales, Marketing & Aftersales, gave everybody the news.
“Decisive for the choosing Lena as Opel’s brand ambassador was her powerful style, her extraordinary talent and the passion she brings to her music. The long-term cooperation with Lena includes support for Lena on the way to Eurovision Song Contest 2011,” stated the press release.
The brand used Lena’s concert to introduce a new campaign that is aimed at boosting the company’s image. This will be promoted through conventional methods, like advertising campaigns, as well as new channels of communication like social media. Opel has created a complex strategy for the new campaign, with the company introducing it step by step.
One of the campaign’s important points will be the connection with the world of music and entertainment: This is where Lena and Opel are joining forces.
“We are very happy to have such a great representative for our brand. Lena is a young, vibrant woman, who adds excitement to our brand. We are simply a great fit: Music is the most emotional way we communicate. Opel’s design language is the most emotional on the market. Lena’s unconventional character sits well with us, too. With Lena, we can bring our brand claim “Wir leben Autos” to life,” Visser told the crowd before Lena’s concert.
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