Best practice from TRO Group.
Vauxhall will launch the All New Astra TV campaign on Boxing Day 2009. The ATL campaign is focussed around a cinematic theme and in the lead-up to the TV ad launch, a series of live events incorporating innovative film technology and social networking have been implemented to attract the car’s prime target market.
Since October, a consumer roadshow has been visiting 10 key city locations. Additionally, in November and December, the UK dealer network has been trained at events taking place at Millbrook Proving Ground.
Extending over 12 event days, these events targeted retailers, sales consultants, fleet managers and consumers, totalling near 5,000 guests in groups of 150.
Both activities were produced by experiential agency TRO.
Objectives & Challenges
1. Create awareness, build consideration and drive pre-sales of All New Astra
2. Create excitement and win advocates for the Astra marque and Vauxhall brand amongst staff, consumers and b2b arena
3. Ensure all activity runs in line with existing ATL campaign
A number of key challenges were met when approaching the brief. Firstly, an incredibly tight activation period – just 3 weeks to facilitate a complex technology-led experience for the consumer roadshow – led to a pressurised production period.
Secondly we faced the added challenge of dealing with a new, cutting-edge technology. The All New Astra activity would be one of the very first hosts of this 360 virtual reality experience.
Knowing the target market of the All New Astra is technology-savy, our strategy needed to create innovative interactive exhibits that would lead to a very memorable and powerful experience, encouraging both Word of Mouth and viral marketing – all leading to increased showroom traffic.
For the consumer experience, TRO worked with film technology specialists to create two distinct high-tech interactive exhibits in keeping with Astra’s brand personality.
For the consumer road show, members of the public were invited to have their photographs taken in various poses in a customised photo pod. On exiting the pod they are given a film poster in postcard format promoting the UK premiere of the All New Astra, starring themselves both in name and picture.
After 48 hours they receive an e-mail link enabling them to download a film trailer in which their photographs have been incorporated at key points.
Suddenly they are playing a co-starring role in a trailer promoting the UK film premiere of the All New Astra. The user can then upload their own personalised trailer onto their Facebook page, ensuring that the footage is shared virally.
At Millbrook a further experience was introduced. The user will sit in the driving seat of a cut-away Astra, wearing wraparound 360 degree goggles.
They will suddenly become part of a film set and experience a spirited drive featuring themselves as a stunt driver in a fully immersed, 360, virtual reality experience. This innovation will also be used at all forthcoming consumer road shows.
The filmic theme is maintained throughout the Millbrook launch events – TRO has created a Vauxhall branded cinema experience, complete with a 6.5 metre wide projection screen, raked seating and surround sound system.
Catering includes typical cinema fayre - usherettes serving ice-creams on trays, popcorn, hot dogs and nachos. Attendees will also have dynamic driving opportunities at the proving ground, including competitive vehicles.
Four days of product familiarisation at Millbrook were allocated to existing and potential Astra customers, drawn from both the consumer road show and Vauxhall’s pre-launch, web based hand raiser campaign.
As the final element of its experiential activity, Vauxhall is inviting many of its fleet customers to experience the Millbrook programme. Some 75 of its top corporate customers will also travel onto Bath for a VIP weekend with their partners.
After their Millbrook product familiarisation they will drive to Bath for a weekend of high quality hospitality and test driving on scenic routes.
It is currently too early to understand the full impact of the experiential activity, however, summing up the activity Vauxhall Marketing Operations Manager Keith Michaels said: “Astra is Vauxhall’s most established brand and has been our best-selling vehicle since its original launch 30 years ago.
“This is a major launch at the end of a challenging year. We are delighted with the experiential activities supporting the launch of the All New Astra – a very powerful and integrated combination of events which will greatly contribute in strengthening our marketing strategy.”
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