Vauxhall Agila - Car brand repositions model

When Vauxhall launched the second generation Agila it had to get the attention of a new audience and establish the redesigned model in a competitive market segment - the 'supermini'.

Challenge

"The supermini segment is cluttered and the car required a unique positioning within this crowded market," says Louise Mercier, direct marketing manager at Vauxhall.

Strategy

Vauxhall used a combination of cold data and data already collected from its customers to target predominantly women with a mail pack and email campaign.

The mail pack went out to owners of other supermini classified cars that might be considering a replacement. "Our strategy was wide reaching and well targeted, aiming to build awareness before the official launch," says Mercier.

The creative behind the launch campaign was branded 'Flex in the City'. It was designed to appeal to city women who wanted a small car, with five doors rather than three, and a stylish design. It was supported with press and outdoor activity, as well as an interactive microsite and online advertising.

Mercier says: "What was unusual about this campaign was that the new Agila was completely different to the old model. When you look at it, nothing about this car echoes the style or features of the old version. This meant we truly were starting over in terms of positioning the car to a new market. On a functional level, however, we knew it could also appeal to the current Agila customers."

Execution

Mail packs were sent out to 293,000 Vauxhall customers and prospects in two stages. The first phase invited the recipient to a preview of the car at their local dealer. Once they had done this they were sent a coupon offering them the chance to win one of two new Agilas.

An email was sent to 353,000 cold prospects, aiming to raise awareness of the brand, inviting them to preview the car and also collect data from any responses.

"An integrated approach is essential, especially for the launch of a car that the public are unaware of," says Mercier.

"We treated both the email and the direct mail pack as awareness-generating tools, rather than using one as a follow-up to the other."

Results

Both the email and mail pack achieved the objective of driving people to dealers to preview the car with more than 1,000 people responding to the campaign. There was a full data-capture element to the email and mail pack to ensure prospects were gathered for follow-up activity.

Mercier says the next stage will be even more tightly targeted. "The follow-up will have a strong, rational sales message to convert the prospects already captured."

Vauxhall will look to contact responders at a later date with a new direct mail pack, as this channel has proved a strong conversion method for the car maker.

Brand: Vauxhall Agila
Client: Vauxhall
Brief: To promote the launch of the Agila model
Target audience: Independent, busy and style-conscious females
Budget: Undisclosed
Agency: Draftfcb London

TXT2EMAIL

- You can send a copy of this article to a friend's email account by texting 'MxD 1154 recipients email address,' to 86222. Text messages are charged at standard network rates. Power by Shift Click.

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

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
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer