Magazine article Marketing

Vauxhall Backs Meriva with Pounds 10m Ad Strategy

Magazine article Marketing

Vauxhall Backs Meriva with Pounds 10m Ad Strategy

Article excerpt

Marque to focus on making family car as popular as Corsa and Astra models.

Vauxhall is backing the relaunch of the Meriva, its family model, with a pounds 10m UK push, aimed at making it one of the marque's top-three selling vehicles.

The Meriva has been promoted hitherto as a compact multi-purpose vehicle only in tandem with the more-popular Zafira model. This has principally been through the 'Little Dads' TV campaign, which ran from 2005.

However, the model has undergone a redesign to bring its appearance more in line with that of the latest versions of Vauxhall's Astra and Insignia. The Meriva now features rear-hinged doors at the back to help it target both families with young children and elderly consumers.

The pan-European ad campaign, by 180 Amsterdam, will focus on the appearance of the car doors when open and the 'gesture of embrace', attempting to evoke emotions such as love, security and joy.

Ads, which carry the strapline 'Embrace life', will emphasise other design features, such as a big sun roof and dip in the passenger seat windows, intended to enable young children to see out more easily.

The campaign rolls out across Europe on 14 June, four days before the car's launch. …

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