Vauxhall Astra
Video: Watch Vauxhall's new 'Ocean's Eleven' ad for Astra
Alex Brownsell, marketingmagazine.co.uk, Monday, 21 December 2009, 10:30am,
LONDON - General Motors-owned Vauxhall is launching an Ocean's Eleven-style ad campaign, to help target the new version of its high-selling Astra model at male drivers.
The TV, print, outdoor and digital campaign, by McCann Erickson Frankfurt, is filmed in the style of a glossy film trailer to ‘tease' drivers into finding out more about the car online and in dealerships.
The ad introduces three ‘agents', Jaque, Isabelle and Brad, trying to find out a ‘secret' from a mysterious casino owner. A heavyweight four-week burst launches on 26 December.
Vauxhall kicked off an online drive in September, based around the microsite Astra-and-action.co.uk and takeovers on sites such as MSN.
Astra is the fourth-highest selling car in the UK in 2009, with over 60,000 new models registered to the end of November. Only Vauxhall's Corsa and Ford's Focus and Fiesta models have sold more.
Earlier this year, GM opted against selling its European marques Opel and Vauxhall to Canadian parts manufacturer Magna.
The new Astra will be built at Ellesmere Port in the UK.
This article was first published on marketingmagazine.co.uk
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