CarnationGroup and Opel Romania – winners at Romanian IAB MIXX Awards 2014 with “Scent of a new car”

Creativity, Digital & Media, Festivals & Awards

CarnationGroup, part of Possible Worldwide, received accolades at Romanian IAB MIXX Awards 2014, within “Direct Response & Lead Generation” category, for “Scent of a new car” campaign, developed for Opel Romania.

The campaign was made together with Geometry Global (strategy, ATL, project management) and Mediacom (media).

The challenge for the agency was to bring in Opel’s showroom, for test drives, as many key people and, consequently, to increase Opel’s sales on Romanian market.

Stefan Iarca - Country Manager Romania Carnation Group - part of Possible
Stefan Iarca – Country Manager Romania Carnation Group – part of Possible

Our aim was to change the approach: to bring the showroom to the target. The strategy aimed to convince the second-hand cars buyers to rethink the benefits that buying a new car brings. This is how the entire campaign focused on car owners that want to change their car as soon as possible, but which don’t exit too often from their comfort zone. People that are looking for a car over the internet, that like to look, admire, dream, but which one can barely convince to make a decision, to visit a showroom or to sign up for a test drive

Stefan Iarca,

Country Manager Romania CarnationGroup

As part of the campaign, between July and September 2013, Opel dealers visited more second-hand car owners at home or at work and offered them the chance to test new Opel models. The interaction with the brand became memorable and unique for the selected target and impacted over them and those present at the event. Due to the surprise factory, the campaign generated positive discussions on Facebook and generated new fans for brand’s page.


CarnationGroup, part of Possible, is a digital full-service agency with over 16 years of experience and a portfolio that includes clients like Carrefour, Air France KLM, Sanofi – Aventis, MOL, Accenture Services, Delaco, P&G, Coca – Cola, Telenor, Raiffeisen Bank, Generali, AXA. It offers services like strategy, media, communication & design, creation, tech and mobile advertising

Possible is a network of digital agencies with 33 offices in North America, Europe, Middle East, Africa and Asia and over 1,300 employees and is considered, globally, as WPP’s biggest start-up. In Europe, Possible is present in UK, Poland, Netherlands, Hungary, Romania, Russia, Serbia and Sweden