The troubled manufacturer is now relying on its marketing to revive interest in its new Astra models and has invested millions in its latest campaign.
It will be its first campaign since the brand’s Insignia advertising, which launched in January.
Vauxhall integrated communications manager Peter Hope says: “We want to put some energy into what is an incredibly tough time for the industry. The aim of this campaign is to show the dynamism and energy of the new Astra and it uses a cinematic theme to showcase the hi-tech features the new model offers consumers.”
Vauxhall plots TV ad to give Astra a boost McCann Erickson Frankfurt has created a multimedia campaign to support the launch of the new Vauxhall Astra, following a pitch against agencies that included the UK’s DLKW.
Carat is handling all media placing and buying.
The advertising campaign will break on Boxing Day and feature three hero protagonists getting involved to stop a heist in a local casino. It will have a similar feel to the Insignia campaign’s cinematic approach.
Hope says the campaign aims to make a dent in the “paralysis” that has hit the Vauxhall brand for most of 2009, and bring more customers back to forecourts.
The car marque had been up for sale before GM opted to cancel the sale of Vauxhall and Opel to Canadian group Magna International last month.
Vauxhall’s former managing director, Nick Reilly, has now been named as the new president of General Motors Europe.