CHALLENGE

Vauxhall sought to launch the Meriva, a versatile and family-friendly vehicle, in a way that would both raise awareness and drive sales in a crowded market. The brand needed an integrated campaign that could capture the dual appeal of the Meriva for both parents and children, effectively differentiating it from competitors and making the most of a range of communication channels.

INSIGHT

The Meriva’s unique “FlexSpace” seating arrangement and child-friendly features positioned it as a vehicle that appeals to the whole family. Recognising that adults and kids experience car journeys differently, the campaign focused on emphasising these two perspectives, with engaging content that catered to each viewpoint. This dual narrative approach underscored the Meriva's adaptability, transforming a practical feature into an emotional, shared experience for families.

SOLUTION

A unique and interactive microsite was developed, allowing visitors to explore the Meriva from both an adult’s and a child’s perspective. A moveable divider on the site allowed users to seamlessly flip between these two views, illustrating how the Meriva’s features cater to both practicality and fun. The microsite was the central hub of an integrated campaign involving online ads, direct mail, emails, and in-store displays, all anchored around the big idea of a car that serves the needs of both parents and kids alike. This creative approach not only increased engagement but also reinforced the Meriva’s core message: a car with “Flex Appeal” for the whole family and the tagline is Two World's One Car.