For every member of the motor industry, market share is the really vital metric.

With a view to building theirs, Opel briefed us to develop a campaign that would make the critical fourth quarter a strong sales period for them.

Here in Ireland especially, Opel have entered a new and exciting era. Their new generation of models are designed, engineered and built to an exceptionally high standard. Their quality and price point means they've raised the bar beyond their traditional competitors and put themselves within touching distance of their renowned premium compatriots.

But research showed that the car-buying public hasn't shifted its opinion of Opel since about 1990.

Our job was to overcome the perceptual barriers, and received wisdom, surrounding the marque.

Our insight was that Opel's quality meant that it could justifiably occupy the same market space as every other premium German brands. Better still, Opel's price point means consumers can enjoy a premium German car without paying a premium price.

To this end, we created a beautiful campaign (shot by an internationally acclaimed car photographer, Paul Barschon) and supported by press, radio and digital) that repositioned Opel as being 'Everything you'd expect from a German car, except the price'.