This year’s Eurovision Song Contest winner Lena Meyer-Landrut of Germany gave a surprise one-hour concert recently at the end of Opel’s Day of the Open Door in Rüsselsheim. At the same time, Alain Visser, Vice President Sales, Marketing and Aftersales, announced that the 19-year old overnight sensation, known simply by her first name, will be Opel’s new brand ambassador.

With Lena’s concert, Opel now begins a new campaign to energise the brand. In addition to conventional methods, like advertising campaigns, Opel will also focus on new channels of communication like social media. The activation plan entails an entire bundle of different initiatives, which Opel will undertake step-by-step.

An important focus will be in the area of music and entertainment: the most emotional form of communication. The connection with Lena will help Opel brand position itself in this influential communication field.

“We are very happy to have such a great representative for our brand. Lena is a young, vibrant woman, who adds excitement to our brand. We are simply a great fit: Music is the most emotional way in which we communicate. Opel’s design language is the most emotional on the market. Lena’s unconventional character sits well with us, too. With Lena, we can bring our brand claim ‘Wir leben Autos’ to life,” Visser told a roaring crowd before Lena’s concert.

Decisive for choosing Lena as Opel’s brand ambassador was her powerful style, her extraordinary talent and the passion she brings to her music. The long-term cooperation with Lena includes support for Lena on the way to Eurovision Song Contest 2011. Lena will support Opel as a Brand Ambassador with various brand and product initiatives.