Germany’s Opel says ‘Guten Tag Australien’

General Motors-owned marque Opel has launched a campaign to promote its entry into Australia as a standalone brand.

The campaign, created by M&C Saatchi, celebrates the carmaker’s Germanness with the tagline, ‘Guten Tag Australien’.

The campaign refers to Opel’s Astra model, which was previously sold under the Holden brand.

The campaign also includes a Facebook app called the Opel Advent Garage, which gives consumers the chance to win a new Open Astra or Corsa, and reveals pieces of content about Germany and Opel each day of September.

Opel carries the slogan ‘Wir leben Autos.’


  1. I wonder
    5 Sep 12
    12:30 pm

  2. So far I’ve seen two specific campaigns for Opel.

    The first one – where they identify themselves as new but not really by identfying the fact the Asta was actually Opel and not Holden. I liked the execution but it will need high frequency because I think many would miss the message.

    The second was is the ‘car counter’ which identifies how many BMW, Audi, Mercedes are in your suburb – obviously trying to point out you can be one of the many who own an established brand or one of the few who own an Opel.

    I liked this campaign until I clicked through and looked at some of the Opel pricing.

    I’m a big fan of premium cars and appreciate what Opel is trying to do – Given their line-up and intense competition in the Australian car market I hope their 5 year plan has lots of money in it for advertising. They’re going to need some awesome campagins to justify some of the pricing.

  3. awesome
    5 Sep 12
    1:28 pm

  4. @ I wonder – that car counter was actually an execution for the launch of Infinity, not Opel.

  5. Anonymous
    5 Sep 12
    2:22 pm

  6. Dear I wonder,

    The second campaign you are referring to (car counter) is for Infinity/Nissan…….

  7. I wonder
    5 Sep 12
    2:27 pm

  8. @ awesome. So it was. Argh!

  9. God
    5 Sep 12
    3:29 pm

  10. @ I wonder – think before you type…

  11. AdGrunt
    5 Sep 12
    4:21 pm

  12. Unfortunately, this is really polishing a turd.

    The cars are great, but anyone who has spent any time in Europe thinks of Opel as a mass brand. Like Holden or Vauxhall

    GM have cherry-picked some pretty models for Opel, but trying to be VW / Audi is a very, very long stretch.

    Not even using german at the end will confuse the smarter driver. I’d be playing on the stylish difference to german cars, not highlighting the rather large lack of pedigree.

  13. betty
    5 Sep 12
    5:02 pm

  14. Hey God – don’t be so all powerful and judgemental on ppl!

    The fact I wonder thought that the Inifity online ads were Opel ads, show the Infinity ad is not working as it should yet – it may be they need more frequency or redesign of ads.

    I loved the infinity online ad – it was fun.

  15. Dannyboi
    5 Sep 12
    7:27 pm

  16. vorsprung durch technik

  17. P
    5 Sep 12
    8:59 pm

  18. Betty is absolutely right. When I read I wonders comment, I was racking my brain to try and recall which car maker that was that ran that execution on Monday… I remember the suburbs we looked at, even remember showing a colleague..But could not remember the brand! I liked it too, though.

  19. Hoin
    6 Sep 12
    3:00 pm

  20. “Guten tag Australien”? Well, I’ve had a Barina since 2000 so this campaign isn’t introducing anything new to me.

  21. garak
    7 Sep 12
    4:51 am

  22. Guten Tag Australien :)

    ihr werden den Astra lieben. Er ist ein sehr gelungenes Fahrzeug.

    You will love the ASTRA. This car is one of the best in his class. If they offer in DonwUnder the 2.0T (280HP) or the 2.0Bi-Turbo Diesel(~200HP), make da testdrive. you will never want to get out of the car :)

  23. Steven
    7 Sep 12
    9:55 pm

  24. Their app doesn’t work for me. Shame really.

  25. Caleb
    11 Sep 12
    7:35 am

  26. Meh, watched the ad last night on T.V and thought i was rather stupid. Getting pretty sick of the German slogans as well to be honest.

    “You will love the ASTRA. This car is one of the best in his class. If they offer in DonwUnder the 2.0T (280HP) or the 2.0Bi-Turbo Diesel(~200HP), make da testdrive. you will never want to get out of the car”

    Lol!! Where is the V8 version bro? Keep your diesels and 2.0 grass mowers.