Yes. It’s a Vauxhall
As Vauxhall’s lead agency, McCann Central were tasked with launching the new Astra – a car packed full of technological & engineering features usually found in more expensive cars. This provided us with an opportunity to challenge consumer expectations about both the car and the brand, with a bold positive campaign.
We brought new personality and relevance to the brand, positioning Vauxhall as proudly British and focusing on the human reaction to technology. Our campaign was truly integrated, covering all consumer touchpoints and focusing on key aims across all channels – running across TV, VOD, Cinema, Literature, Retail, Social, Digital, CRM, Experiential and Events.
As a result, positive consumer sentiment towards the brand grew, and there was a positive re-appraisal and improved understanding of the tech features.