Mobile brand campaign

“Opel Millennium Express” // Railshow

Euro­pean brand campaign, a glance into the future, inter­ac­tive expe­ri­ence - the “Opel Millen­nium Express” was one of the most sensa­tional commu­ni­ca­tion initia­tives on the cusp of the new millen­nium ...

Euro­pean brand campaign, a glance into the future, inter­ac­tive expe­ri­ence - the “Opel Millen­nium Express” was one of the most sensa­tional commu­ni­ca­tion initia­tives on the cusp of the new millen­nium. In 1999 and 2000, the first exhi­bi­tion train by an automaker (and the first Euro­pean show train ever) trav­eled through 12 coun­tries - from Germany, across the Iberian penin­sula, Belgium, France, Italy, Switzer­land and Austria to Central Europe. The occa­sion was the 100th anniver­sary of the start of Opel vehicle produc­tion.

The “Opel Millen­nium Express” was, never­the­less, not a retro­spec­tive. On the cusp of the 21st century, the 280 meter long train provided almost 700,000 visi­tors at 38 central stations with a fasci­nating glance into the future of vehi­cles, traffic and mobility, while power­fully commu­ni­cating the tech­nical exper­tise of the Opel brand.

Honored with “Golden World Award” from the Inter­na­tional Public Rela­tions Asso­ci­a­tion (IPRA) and a gold “EvA” from the Forum Marketing Even­t­a­gen­turen (FME).

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In plan­ning and designing the train, devel­opers broke new ground in several fields. A number of glass wagons are partic­u­larly spec­tac­ular, exhibiting for example a recon­struc­tion of the Opel rocket car ‘Rak 2’ and the new ‘Road­ster’.

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Frank­furter Allge­meine Zeitung

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Most of my pride, admi­ra­tion and grat­i­tude goes to your organ­i­sa­tion, which has made this dream concept become reality.

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Marc Beckers, Vice Pres­i­dent General Motors Europe

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