NEW OPEL ASTRA LAUNCH IN BRUSSELS


@dmire had the pleasure to be in charge of the promotion for the new Opel Astra in Belgium. Through an international campaign, the new Opel Astra was launched in a very original and unconventional concept. Brussels is one of the multiple destinations in Europe where this event took place.
The stand was held during 2 weeks in the brand-new renovated Horta gallery, located in the city centre of Brussels, 10 minutes from the famous Grand-Place. The Horta Gallery is not only above but also below ground-level. Indeed, this shopping centre links the Spanish square to the central station, used by 140 000 persons daily. This outstanding location makes it very attractive in terms of popularity. Originally designed by Victor Horta it was abandoned for years and years. But it recently got an entire renovation and reopened in March 2009.
The new advertising campaign for the Astra played with the movie theme. The activities on the spot paid their tribute to this theme and allowed the people to discover and experience this fabulous new car. A "Blue screen" studio gave the option to everybody to be part of a mini-movie, sent to all participants and uploaded on the Opel website. Each day, the participants were in a contest for the best mini movie. The public had also the chance to enjoy daily entertainments in a very creative world with exhibitions, plasma screen, flyers and distribution of products.


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