Vauxhall targets mums with campaign for Meriva model

Vauxhall is launching an online hub within Mothercare’s parenting website Gurgle as part of its £10m strategy promoting the relaunch of its Meriva family model.

The campaign site, which aims to increase word of mouth among potential consumers, will offer prize draws, a blog from celebrity mum Myleene Klass and video test drives.

Parents will be able to physically test the Meriva model during ’display days’ at flagship Mothercare stores across the UK until July, as a supplementary push to online activity.

The pan-European campaign, by 180 Amsterdam, aims to position the Meriva alongside the Astra and Insignia as Vauxhall’s top three bestselling cars.

Digital is playing an increasingly large part in Vauxhall’s marketing mix. Last September the car manufacturer unveiled its first ever entirely online ad campaign for the launch of its latest Astra model, focusing on social media, overseen by Carat.

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