Designed to support the 'hide and seek'-themed TV ad campaign developed by Delaney Lund Knox Warren & Partners (DLKW), the new microsite (www.vauxhall.co.uk/corsafun) will encourage users to search for each Corsa model by removing a curtain of hexagons. As the hexagons disappear a landscape is revealed within which a Corsa is hidden.
The online push has been developed by digital ad agency TBWA/GGT Direct and planned and booked by Initiative. It aims to create awareness of the Corsa models using immersive techniques. As well as being able to order brochures for the Corsa, users will be able to view the director's cut of the TV ad.
An Eyeblaster online ad draws upon the site's 'Put the Fun Back Into Driving' creative. It features dodgem cars moving around the screen, which urge users to click through to the microsite. The ad has so far run on youth-focused sites including MTV's UK site, zoom.co.uk and Timeout London.
Vauxhall is also using email marketing.
Jos Sharp, manager of integrated communications at Vauxhall, said the online campaign would ensure the Corsa "appealed to the younger target audience for this model".
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