Bauer worked with Vauxhall to promote awareness of the VXR halo product range. The focus of the campaign was on 18-34 year old men. Not only did Vauxhall want to create cut-through and brand awareness, they also wanted young men to see the Vauxhall brand in a different light.
- Promote awareness of the VXR halo product range
- Encourage men to reappraise the parent Vauxhall brand
- Increase the propensity to buy amongst 18-34 year old men
- Provide share of voice, standout and cut-through
- Provide consumers with an exciting VXR and FHM experience which works across all platforms
The campaign centred around a competition to find the VXR Sports Driver of the Year 2005 (it was so successful they renewed in 2006 too). Forty drivers were flown to the Jarama race circuit, Spain, to battle it out over three days of driving and personality challenges with the 6 "Track Side Totty", the winner taking the title and a £20,000 Vauxhall Astra VXR.
86% have now shifted their opinion of Vauxhall, 1 in 3 FHM readers would now buy a Vauxhall, all key measures up from 15% to 60%. The campaign won 2 Media Week awards in 2006 including the coveted Grand Prix Award
The campaign won 2 Media Week awards in 2006 including the coveted Grand Prix Award. You find out more about the campaign by clicking on the link to this opportunity and viewing a clip on YouTube.
