Vauxhall is set to become the first major car manufacturer to follow
FMCG brands into greater below-the-line marketing by spending up to 30%
of its pounds 58.6m advertising budget on database marketing.
The company is extending its strategy of building personality into its
cars using TV ads, following the Astra ‘Babies’ and Vectra Estate ads by
Lowe Howard-Spink. The next car to get the treatment will be the Corsa,
which will lose Ruby Wax as its spokeswoman.
The increasing emphasis on below-the-line activity will include the
introduction of a database next year, compiled using sales information
from dealers and users of the company’s Web site. Vauxhall aims to build
a conversation with consumers using direct mail, the Internet and direct
Marketing director Wolfgang Schubert said most future Vauxhall ads would
feature a direct response element. ‘You have to ask yourself what is the
objective of any advertising without communication. If direct marketing
via our database gives us higher value, I would be happy to direct 30%
of our ad budget into direct marketing,’ he said.