To reposition the Optra as "A delightful driving experience ... you will forget you are driving\ SOLUTION To increase the sales of the Optra, we used celebrities like Ahmed and Mona (the most successful celebrity couple at the time in Egypt) to give the car an edge by saying that it's a family car, while at the same time showing how delightful it is to drive by having the couple fight over who gets to drive the Optra.