Direct > Product/Service
SEXY NEW MODELS
TBWA\GGT, London / VAUXHALL / 2003
Overview
Credits
Overview
BriefExplanation
Create two magazine inserts, one for men in FHM and GQ, the other for women inserted in Glamour and New Woman. The aim was to generate desire for Vauxhall's sexiest cars among 25 to 44-year-olds, and to help bolster the Vauxhall database with more, younger prospects.
CampaignDescription
Using the elements, tone and style of the publications, we wanted the target audience to think the inserts, 'Picking up sexy models' and 'How to find your perfect partner', were guides produced by the magazines.Upon opening the inserts, it instantly becomes apparent that the subject matter is talking about Vauxhall's sexiest range of performance cars. To keep the prospects interested, the pack was rich in content to mimic the relevant editorial styles. The inserts were incentivised by £1,500 of gadgets for the men, and designer clothes for the women.
Outcome
At the time of entry, results are immature, with four more weeks left to run. So far 2,043 people have responded.Women - 918 (0.18%)Men - 1,125 (0.23%)With a current response figure of 0.4%, we are on course to exceed the target acquisition costs.
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