“#GOGRAND”: The Launch Campaign for the New Opel Grandland

• Clear statement: “The new Grandland doesn’t stop at great. It’s GRAND!”
• Convincing approach: In collaboration with creative agency Jung von Matt HAVEL, Opel communicates the Grandland in a clever, innovative and humorous way
• Across all channels: International 360-degree campaign is being rolled out from today
• Stylish, spacious, ultra-modern: Top-of-the-line SUV leaves nothing to be desired

“If you call a car Grandland, you don’t stop at great. You make it GRAND!” The very first sentence in the TV commercial of new Opel Grandland’s launch campaign sets the tone: Here comes a bold and pure top SUV that sets new standards and electrifies the people. The international 360-degree campaign is currently being rolled out and motivates people to do what the new “Golden Steering Wheel 2024” winner¹ Opel Grandland does: not to be satisfied with “great”, but to want something really GRAND. The motto of the innovative campaign, developed in collaboration with the creative agency Jung von Matt HAVEL, sums it up in a nutshell: “#GOGRAND”.     

“Our new Opel Grandland brings our 'German Energy' brand pillar to life – in every detail. The new Opel Grandland is very spacious, packed with top technologies such as Intelli-Lux HD light and boasts a strong, modern design – now with an illuminated Opel logo at the front and rear. The Grandland is available as a hybrid, plug-in hybrid or fully electric version with first-class range. So it is GRAND in every respect! The new '#GOGRAND' campaign expresses this feeling with a clear message – and a humorous twist. That's exactly what Opel is,” said Rebecca Reinermann, Vice President Marketing at Opel and Vauxhall.

Daniel Schweinzer, Managing Director of Jung von Matt HAVEL, added: “With this campaign, Opel and Jung von Matt HAVEL show that top-of-the-range vehicles can be communicated in a clever and somewhat humorous way without losing exclusivity. As with the successful 'Yes of Corsa' campaign, the focus is consistently on the name and product – this time under the powerful motto '#GOGRAND'.”

The international campaign is now being rolled out across all channels: from traditional TV and radio to cinema spots, online videos and social media, as well as print ads and (digital) out-of-home advertising. With its slogan “#GOGRAND” and strong arguments, the campaign reaches audiences wherever they go. The wow effect is guaranteed. Just take a look at the TV commercial: “You design an electric logo.” – “It’s GRAND!” “You build in massage seats.” – “It’s GRAND!” “Super long battery range.” – “It’s GRAND!” “And 50,000 intelligent LEDs.” – “It’s GRAAAAND!” The extraordinary campaign spot shows the intricacies of this dialog between the characteristic protagonist and a unique raccoon (!) – and further whets the appetite for the new Grandland, which will soon be arriving at dealerships.

Thus, the unconventional campaign focuses on all the important features and qualities that take the new electrified Opel Grandland to the next level. It is the first Opel with the new 3D Vizor, illuminated Opel Blitz logo at the front and permanently illuminated “OPEL” wordmark at the rear. It offers innovative technologies such as the groundbreaking Intelli-Lux HD light with more than 50,000 LED elements. And it is the first Opel model to be based on the STLA Medium platform optimised for battery electric vehicles, which will soon enable a locally emissions-free range of up to around 700 kilometres (WLTP²) with a 97 kWh battery. This and much more leads to only one conclusion: “So, is it a great car? No, it's ...“ – “GRAND!”

^[1] AUTO BILD edition 46/2024 and BILD am SONNTAG edition 45/2024, category for “Best car under €50,000”.

^[2] Range values determined according to WLTP test procedure methodology (R (EC) No. 715/2007, R (EU) No. 2017/1151). The actual range can vary under everyday conditions and depends on various factors, in particular on personal driving style, route characteristics, outside temperature, use of heating and air conditioning and thermal preconditioning. Values for the Grandland with 97 kWh battery are preliminary and the vehicle is not available yet.