Route
Rocks-E
Client: OPEL (proactive) | Young Dogs | 2023 | Role: concept
QUEST
How can Rocks-e play a part in Gen-z’s travel experiences within a city?
A special interface on WhatsApp that gives their Amsterdam based users the opportunity to testdrive Opel’s Rocks-e,
while unlock adventure throughout the city.
INSIGHT
Dutch youngsters would much rater take their bike than any other mode of transport. When they are about to meet their friends, they usually share their live location via whatsapp to show that they’re on the way.
IDEA
The moment the user shares his LIVE location with someone else via WhatsApp, a pop-up appears. ‘A Opel Rocks-e is waiting on you!’.
The user receives the suggestion to use one of the Rocks-e, parked throughout the city, as free transport.
It’s not ‘just’ a ride; the user receives a unique code that gives access to hidden gems and discount on cool activities or products - things that speaks to Rocks-e’s.
Since WhatsApp is the most used app for both Gen-Z and the wider public, it's a perfect medium to push the Rocks-e. Opel creates a ‘need’ among the users, by responding to the LIVE-location function on WhatsApp. The existing shared cars or scooters in the big Dutch cities are a successful example of this.
The activation also serves as a test drive that gives prospects the opportunity to get acquainted with the Rocks-e in a gamified way – it gives a Opel’s perspective on the city.
