The car manufacturer has commissioned agency TBWA/GGT Direct to develop a direct marketing campaign to raise awareness of the new model, of which only 500 are being made in the UK. The campaign will also push the Vauxhall Performance Range of cars.
Vauxhall has emailed its database of online newsletter subscribers, and has distributed postcards to bars and venues across the UK to drive traffic to a dedicated section on its web site (www.vauxhallunleashed.co.uk). This activity is being supported by online advertising activity planned and bought by Initiative Media.
The site uses similar imagery to that seen in popular driving-based video games to appeal to Vauxhall's target audience of affluent males. An online game called The Astra SRi Turbo Challenge also aims to attract new prospects for the model. It encourages users to email their score to friends, and players can win one of four driving days.
The web site also allows visitors to book a test drive of the limited-edition car, or buy it through a special offer, at an
internet-only price.
Omer Shaikh, digital director at TBWA/GGT Direct, said: "The web is one of the primary communication channels for this target market. When the advertising and creative are so clearly focused, I have no doubt that this campaign will raise the profile of Vauxhall among the desired audience."
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