The Brief:
Launch the new Vauxhall Vivaro in the UK by celebrating it's class-leading capabilities and highlighting it's unique 'built in Britain' positioning.
The Solution:
We created the GREAT BRITVAN campaign, an everyman style celebration of the Modern British Van Driver.
We launched the Vivaro as the 'Great Britvan' and borrowed rallying language from some of Britain’s finest (Kipling, Shakespeare and Churchill) and re-wrote it with a modern British van driver twist.
Campaign PR: [LINK]
In social we constructed posts that highlighted the new Vauxhall Vivaro's competitive product points.
In print we demystified typical car sales speak and used the Great British vernacular to underpin the Vivaro's class-leading credentials.
We used guerrilla tactics to cheekily extended the idea by writing disruptive messaging into the dirt of competitor white vans at campaign launch.
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