Campaign Objective

Vauxhall wanted to reach van drivers and decision makers with responsibility for buying vans for their SME, to raise awareness of the Vivaro model.

Media

The campaign embraced Admedia’s wide range of Motorway Service Area (MSA) capabilities – Nexus, A3 Washroom Panels and 6 Sheets, plus targeted mobile advertising.

Effectiveness

Our research found that over half of van decision makers had significant or meaningful involvement in van purchase, showing that our MSAs are superbly placed to reach a relevant audience.  This is underlined by the fact  that van advertising at our MSAs was seen as appropriate by a massive 76% of respondents.

Recall of individual advertising locations was fantastic, with 90% unprompted recall of Washroom Panels and over two thirds of the audience specifically seeing Nexus and 6 Sheets.