GM launches 30m ad campaign

General Motors is launching its new Frontera off-road vehicle with an estimated 30m pan-European advertising campaign.

The campaign will use the Vauxhall brand in the UK and the Opel brand in up to 21 other countries.

Developed by Lowe Howard-Spink, it consists of one 50-second TV ad to launch the car next week, followed by two abbreviated versions and press ads.

The initiative builds on prev-ious advertising for the old Frontera. Ads have been shot in Morocco and feature the world on a slant, with the Frontera horizontal due to its ability to climb slopes of up to 38.7 degrees. The tag-line for the campaign is: “See a totally new world in a totally new Frontera.”

Andrew Jones, Vauxhall marketing operations director, says consumers in the Frontera’s European markets all have similar characteristics – the desire to be adventurous and have an active lifestyle. The new ads have been tested in five European markets.

The first Frontera was launched seven years ago and initially did well, but sales have slowed recently. Vauxhall has invested more than 100m in the revamp. The new version has an improved engine, structure and interior. It will cost between 16,620 and 22,295.

Recommended

GM launches 30m ad campaign

Marketing Week

General Motors is launching its new Frontera off-road vehicle with an estimated 30m pan-European advertising campaign. The campaign will use the Vauxhall brand in the UK and the Opel brand in up to 21 other countries. Developed by Lowe Howard-Spink, it consists of one 50-second TV ad to launch the car next week, followed by […]

Asda starts cut-price toy offensive

Marketing Week

Asda is launching a price-cutting attack on the toy market this week, offering leading toy brands – including Barbie, Fisher Price and Lego – at half price. The supermarket chain claims to have 16m worth of stock earmarked for the “toy sale”, which will run for two weeks from tomorrow (Thursday) to kick-start the crucial […]

War of words erupts over supermarket budget lines

Marketing Week

Somerfield/Kwik Save is locked in an advertising war with Asda over the prices of their budget brands. This week Somerfield, which merged with Kwik Save in February, launched press ads claiming its Basics brand is the “UK’s lowest priced budget range”. But last month the Advertising Standards Authority upheld a complaint from Kwik Save that […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now