Draftfcb creates DM pack for Vauxhall Agila
Draftfcb has developed a direct marketing campaign for the new Vauxhall Agila to generate awareness of the marque’s new city car.
The new Agila is positioned as an “urban accomplice” and the DM pack targets the independent style-conscious female. It carries the strapline “Come and meet your new best friend” and plays on the apparent bond between a modern woman and her car.
The DM activity is part of a fully integrated campaign under the banner “Flex in the city” and uses a city coffee shop as its backdrop.
A total of 288,000 DM packs and 300,000 emails will be sent to customers and prospects using data acquired by Vauxhall’s marketing activities. The messages will include an invitation to preview the new Agila at a local retailer before its official launch on 3 May. The DM pack also offers a chance to win one of two new Agilas.
Executive creative director at Draftfcb Logan Wilmont said: “The New Agila represents both style and practicality and we wanted the DM and email campaign to emphasise how these two elements can come hand in hand.”
StrawberryFrog was handed the brief for the pan-European advertising campaign for the Agila last September.
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