Meriva is a new vehicle in a new category for Vauxhall. The campaign sought to target young families using online ads and DiTV to drive traffic to a product microsite and thence to trial. Creative followed an integrated campaign theme – Two Worlds One Car – which comprised of the front being for grown ups and the back for the kids. The microsite featured unique interactive splits between the back/front of the car, utilising the children’s perspective to bring fun and sparkle to the experience, while the parent’s part communicated more rational or ‘grown-up’ features.

All communications far exceeded expectations. The online element alone exceeded target by 500%!All targets comprehensively exceeded:DM – 3.45% response (against 3% target) Online ads – 5.58% (against 1% target)Email - Open rate of 23%, click-through of 16% (against 5% target)DiTV 2,969 responders to date and results still being received.