THIS WEEK: Vauxhall to shift below-the-line effort up a gear

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.

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

response ads.



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.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers