Challenge

Launch Vauxhall’s Corsa, their biggest and Britain’s second best-selling car, referencing brand points of it being: accessible, human and innovative.

Objectives

Hero the Corsa through content that engages consumers both digitally and physically via press and social media.

Expand Vauxhall’s creative network and produce content that resonates across their established fanbase and beyond.

Strategy & Execution

Commissioned artist, Alex Chinneck in his first brand collaboration.

Created a week long art installation with the illusion of peeling back 15 metres of tarmac to turn the Corsa upside-down in a car park with no visible support 15ft in the air.

Partnered with the UK's leading culture hub, The Southbank Centre for a location in the shadow of The London Eye and Big Ben.

Documented the process with a short documentary and an installation timelapse.

Invited BBC’s The One Show for an exclusive BTS and Instagram influencer @Jeera to unveil to social media

Outcome / Results

- Total press reach (using daily figures): 53,838,981

- Twitter reach of over 10.8million, with 7,000 mentions of Corsa and 1,750 mentions of Chinneck

- Southbank Centre hero tweet reached 274,681 unique users whilst @Jeera image & timelapse achieved 21,160 likes

- Global broadcast coverage on BBC, NBC, ITV & Discovery Channel

- Over 170 pieces of global coverage across 25 countries

- The timelapse and short documentary have over 405,000 views in total to date

- Mixed methodology maximum potential audience size: 1,923,243,361

Due to the originality of the concept the creation process was challenging. An amalgamation of sculpture, engineering and construction, the activation was of considerable ambition, taking a complex and wholly British manufactured path to an accessible moment. This led to rigorous research from suppliers to health and safety protocol all to bring the project in on budget and timings in line with the ATL.

Partnering with the Southbank Centre offered high footfall, social support and artistic integrity making for more than a one week long ‘brand stunt’.

The on-site construction process was smooth, with instant social pick-up driven by @Jeera whilst a BTS opportunity with BBC drew immediate footfall that lasted through the week.

Coverage began to organically grow whilst the online content (doc & timelapse) opened the campaign up to the rest of the UK and went global.

Output /Awareness

- Total press reach (using daily figures): 53,838,981

- Global broadcast coverage on BBC, NBC, ITV & Discovery Channel

- Over 170 pieces of global coverage across 25 countries

- The timelapse and short documentary have over 405,000 views in total to date

- Mixed methodology maximum potential audience size: 1,923,243,361

Knowledge / Consideration

- 139 articles included three or more key messages with 85% cut-through

- 151 articles included at least one key message with 92% cut-through

- 144 inclusions of imagery and / or digital content with 88% take-up

- Traditional media sentiment - 98% positive

Action / Business Impact

- Twitter reach of over 10.8million, with 7,000 mentions of Corsa and 1,750 mentions of Chinneck

- Southbank Centre hero tweet reached 274,681 unique users whilst @Jeera image & timelapse achieved 21,160 likes

- Sales data currently unavailable however sharp intake of test drive request via website

NB: Own channel growth, site traffic etc - unavailable