The German automotive company Opel ran a series of sequential carousel ads in Instagram Stories to get people to enter a contest to win a new Opel ADAM—resulting in a 2.5X increase in registrations.
Founded in 1862 in Rüsselsheim, Germany, Opel is one of Europe's largest automakers. Believing that “The future is everyone’s”, Opel's mission is to democratize future technologies and make them accessible to everybody.
increase in contest registrations
cost per registrations
As the official sponsor of Germany’s Next Topmodel with Heidi Klum in 2018, Opel wanted to promote its Opel ADAM car model. Its goal was to get people to enter a contest to win one of the cars by completing a “type test” to find out which ADAM was right for them.
Working with Instagram Marketing Partner esome advertising, the auto brand was one of the first in Germany to try out the carousel format for ads in Instagram Stories. Each carousel card showcased one of its colorful Opel ADAM models with an animated emoji over the top.
At the end of the carousel, the ad asked viewers to take a test to find out which model they were—helping it tie into the brand’s “Say What You Want” influencer campaign with siblings Anna Maria and Katharina Damm. After completing the test, people entered a contest to win an Opel ADAM and registered for a newsletter about the new line.
The new carousel ad format in Instagram Stories successfully caught people’s eyes and led to tangible business results. Between March 26–April 9, 2018, the auto manufacturer saw a 2.5X increase in contest registrations, which resulted in 1,887 completed registration forms. The company also lowered its cost per registration to €2,04.