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VAUXHALL

CROSSLAND X: ALL WITHIN EVERYDAY FAMILY LIFE.

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VAUXHALL

CROSSLAND X: ALL WITHIN EVERYDAY LIFE.

THE CHALLENGE.

Vauxhall asked us to remind our readers of the strengths of the Crossland X SUV at a crucial point in this mainstream model’s life – mid-cycle, with no attention-grabbing new features to talk about, and more recent rivals (budget and premium) dominating the headlines.

OUR RESPONSE.

We knew from in-depth insight of our in-market car-buying What Car? audience that the best way to shape opinion for family SUV buyers was through the lens of real, grounded families – making life in the Crossland X feel simpler, better and more fun.

Our campaign used three uniquely different treatments that would connect with different parts of our audiences in different ways – shareable videos that highlighted product features in ways that chimed with parents, a wild camping trip for more aspirational audiences, and a week-in-the-life diary with a real suburban family.

The result was a wealth of content we could seed across our channels – video, digital, social and display – carefully target at family SUV intenders.

RESULTS.

During the course of the campaign we achieved 104,000 video views (easily beating our KPIs) with impressive engagement of 63%. And, thanks to the reach we created with our breadth of content, 25% of our readers recalled the campaign.

We clearly changed hearts and minds. Familiarity with the Vauxhall Crossland X doubled, while there was a 3x increase in consideration and a 5x increase in recommendation. 10% of readers felt more positively about the Crossland X, and 18% of readers took an action to find out more.