Vauxhall’s challenge was to maintain share for Meriva and Zafira in a declining market, and bundle two models in one advertising budget.
The Little Dads campaign embedded the cars’ features in a portrait of family life. Zafira not only increased volume in a slowing market from 7.97% in 2006 to 9.46% in 2007, but it did so with price increases, delivering £6.2m of extra revenue when other monocabs lost revenue.
It did this while sharing an ad budget with Meriva, meaning only half the budget, around £4m, was devoted to Zafira.
Taking these two brands together as “Vauxhall Family Cars”, as the two cars share media space and budgets, Vauxhall is the most successful family car brand in the UK in 2007 in volume share terms.