International communications agency, Amsterdam Worldwide, will unveil a pan-European campaign later this month for the launch of the innovative and stylish second generation Vauxhall Meriva.
The strategic ‘Embrace Life’ campaign takes visual cues from the New Vauxhall Meriva’s innovative rear-hinged passenger FlexDoors®’ which open to almost 90 degrees– drawing a simple, yet compelling parallel between a physical embrace and the unique design and of the new Meriva.
This second generation Meriva, which first appeared in 2003, raises the bar for affordable, on-board flexibility, combining functionality and elegance. The new model launched to great acclaim at the Geneva Motor Show earlier this year.
To match the Meriva’s expressive overhaul, Amsterdam Worldwide’s television, print and outdoor executions are a departure from previous interpretations and a new approach for the Vauxhall brand. While past campaigns focused exclusively on the Meriva’s space-saving ability, Amsterdam Worldwide’s idea aligns a universally recognised symbol of emotion, an ‘embrace’, with the protection, comfort, warmth and reassurance that consumers demand from their cars as an essential part of their lives.
The television commercial begins with the car doors opening, reflecting arms opening, with the subtitle ‘An embrace can mean many things’ before several different interactions which demonstrate this in a very human way. For example: a couple embrace for reassurance; two kick boxers huddle mid-fight to indicate ‘protection’, a backpacker arrives home and is welcomed back by his mother, two footballers hug to celebrate a goal, and a sleeping child is carefully carried to bed by his father.
The print and outdoor executions also reflect the “Embrace Life’ positioning, showing the new Vauxhall Meriva in various settings, each one featuring a different section of the target audience – including a beach view, featuring a smiling retired couple arm in arm – ‘embracing comfort’; a woodland scene shows a father and adult son sharing a bike ride – embracing while a shy child hides behind his dad to indicate ‘embracing protection’.
As the lead creative agency, Amsterdam Worldwide developed the strategy, creative idea and TV, print and outdoor executions. The ‘Embrace Life’ concept and key visuals has been used by all other Vauxhall partner agencies to create a fully integrated campaign launch.
Michael Hartwig, Vauxhall’s head of European marketing communications, said: “The Vauxhall Meriva is the benchmark of innovation in its class, and remains a market leader in its category. Our intention was to create a universal concept that would translate to an international, multi-lingual audience. ‘Embrace Life’ not only achieves these objectives, but challenges perceptions of Vauxhall as a brand.”
The new Vauxhall Meriva launches in June, just as the TV commercial launch hits screens across Europe. The print visuals will soon appear in a whole host of automotive and lifestyle magazines.