Opel Meriva Taps Amsterdam Worldwide

BOSTON Amsterdam Worldwide, formerly the Holland office of StrawberryFrog, has been chosen by Opel/Vauxhall to handle the pan-European launch of the new Opel Meriva vehicle, which will be available in March.

The agency said it won the business in a pitch that also included McCann Erickson, Lowe London and DLKW. The budget is undisclosed, but ad spending for such a broad rollout could top $100 million.

Brian Elliott, agency chief executive, said: “The new Meriva will be a key launch for the new Opel — and is a symbol of that exciting future. Opel is dedicated to bringing to the market innovations which have real benefits for car buyers, and the campaign we have developed with our ‘no borders’ approach clearly reflects this.”

Creative details were not disclosed, but connecting with consumers on an emotional level is paramount, Elliott said.
Amsterdam, which broke away from StrawberryFrog 15 months ago, has considerable car experience, including past efforts for Opel and General Motors, which is in the process of divesting its stake in the aforementioned brand.

Client rep Michael Hartwig added: “More than an ad, Amsterdam Worldwide developed an idea that is symbolic not only of a great new car in the Meriva, but of the new spirit at Opel.”

The vehicle thus far has been noted for its FlexSpace system, which allows the interior to be reconfigured — in terms of removing seats — to suit owners’ needs and tastes. A FlexDoor system is the latest innovation.