Vauxhall is launching the new Corsa this week with an outdoor campaign on the biggest poster site in Europe.
The campaign, created by Initiative and outdoor specialist IPM, breaks on Thursday to coincide with the start of the British International Motorshow, which returns to London for the first time in 30 years.
A giant poster of the new Corsa will hang directly opposite Excel, where the show is taking place, on the Millennium Mill Building. It is the first time the 4,000sq m building has been used as a poster site. It will be supported by a more extensive outdoor campaign that includes posters at DLR stations such as Custom House and Bank, and at roadsides. The campaign will run for two weeks.