– THREE QUESTIONS FOR –
Head of Brand strategy
and Social Media
The LESS NORMAL EXPERIENCE made Opel the first car brand to create a virtual dance-party with UK house music label Defected Records. How did this happen?
This virtual event is part of our global LESS NORMAL. MORE MOKKA. campaign launch for the new Opel Mokka. We developed the remixed ‘Feeling Good’ soundtrack for the campaign movie with Defected Records, and in the spirt of New Opel we decided to continue this completely new way of collaborating and realize the virtual event.
Hosting a virtual dance party for the launch of the new Mokka was an extraordinary idea. Does it mean there’s some special significance to this latest addition for Opel?
Yes, the new Opel Mokka is of great importance for Opel. It represents not only the new face of our vehicles going into the future, but also the new face of Opel itself.
Music and Mokka are an exciting combination. What are you hoping for from the LESS NORMAL EXPERIENCE?
The new Opel Mokka evokes emotions, just as great music always has. That’s why they’re perfect partners. At Opel, we want to show we really are ‘Less Normal’ – yet remain menschlich and accessible.
The Opel Mokka also appeals to the young communities – in bold, extrovert and surprising style. Now Opel has pulled off the next coup: on Friday evening, April 9, the “Less Normal Experience” world premiere will take place. For the first time, a car manufacturer is organising a virtual DJ night with international house music label Defected Records. Cool locations, six top European DJs, six hours of the finest house music as bold and clear as the Opel newcomer – an electrifying experience powered by Mokka.
London. Marseille. Berlin. Chicago. Rüsselsheim.
One of the extraordinary locations: the Opel Classic Garage. We were present at the sound check of the Dutch DJ Ferreck Dawn at the headquarters in Rüsselsheim and promise: This will be a special evening! The finest house music in the middle of the venerable hall with Mokka-e, the electric GT, Manta A or the Opel Patent-Motorwagen System Lutzmann 1899 as a backdrop – this is how tradition and modernity can be unconventionally combined.
Alongside Ferreck Dawn there are: The chart-topper Purple Disco Machine will perform from the rooftop of “The Weekend Club” in Berlin, Melvo Baptiste and top DJane Sam Divine will play from Defected headquarters in London, French DJ Folamour from the picturesque rooftop club Le Baou in Marseille, and British duo Gorgon City will band together in a transatlantic B2B from London and Chicago for their Friday night session.
“In bold, extrovert and surprising style”
“With the new Opel Mokka, we are also addressing young communities – in bold, extrovert and surprising style. For them, actually for many, music plays a key role. The Mokka arouses emotions and promises lots of driving fun. The campaign remix of ‘Feeling Good’ and a high profile music event like the house DJ night is perfect. We’re delighted that together with Defected Records we can offer all dance fans and the community this world-class DJ event, which will eclipse normal, everyday life for a few hours,” says Patrick Fourniol, Vice President Brand Marketing at Opel.
Opel already brought the British house music label Defected Records on board for the TV commercial for the new Mokka launch campaign. The song “Feeling Good” gained worldwide fame with the voice of iconic singer-songwriter Nina Simone and has now been reinterpreted for the commercial soundtrack – in an up-tempo Opel Mokka remix specially developed for this purpose. Newly remixed by “Humanity feat. Alina Lorfeo”, the feel-good hymn is fun and, like the Mokka, literally stands for a fresh start. A new start that is also musically electrifying and anything but ordinary.