Direct > Product/Service
GEORGE & HARRY
DRAFT, London / VAUXHALL / 2005
Overview
Credits
OVERVIEW
BriefExplanation
Meriva and Zafira are Vauxhall’s MPVs aimed at families with young children. In a move designed to ‘own’ the family car market, a decision was made to advertise the two cars together. Whatever the needs of your family, the reasoning went, Vauxhall has the solution. The “Little Dads” campaign was created to run on TV and radio in order to inject some emotion into an essentially functional purchase.
The brief here was to use direct mail to support the awareness generated by the broadcast media; and to propel Meriva and Zafira to the top of people’s consideration lists.
CampaignDescription
With “George and Harry” working so well in the above-the-line campaign, it would have been foolish not to have imported the characters into a DM environment. The challenge was to maintain the witty kids-talking-like-adults style developed for TV, while going into greater detail about the cars themselves. From the arrival of the envelope (“Looks like more stuff about Meriva and Zafira, George”) to the final call to action, George and Harry’s funny little conversations help to highlight the specific attributes of the cars, while the copy displays a great understanding of modern families – and what they expect from a car.
Outcome
The direct mail campaign achieved a response-to-sale ratio that was extremely high at 30%. This means the direct mail pack was directly responsible for sales worth in excess of €3.6 million.
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