Vauxhall Crossland X

Challenge

Vauxhall asked us to remind our readers of the strengths of the Crossland X SUV at a crucial point in this model’s life – mid-cycle, with no attention-grabbing new features to talk about, and more recent rivals (budget and premium) dominating the headlines.

Challenge

Idea

We knew from in-depth insight of our in-market car-buying What Car? audience that the best way to shape opinion for family SUV buyers was through the lens of real, grounded families – making life in the Crossland X feel simpler, better and more fun.

Our campaign used three unique treatments that would connect with different audiences in different ways – shareable videos highlighting product features in fun ways that chimed with parents, a wild camping trip for aspirational audiences, and a week-in-the-life diary with a real suburban family.

The result was a wealth of content we could seed across our channels, carefully targeted at family SUV intenders.

Idea

We knew from in-depth insight of our in-market car-buying What Car? audience that the best way to shape opinion for family SUV buyers was through the lens of real, grounded families – making life in the Crossland X feel simpler, better and more fun.

The result was a wealth of content we could seed across our channels, carefully targeted at family SUV intenders.

Vauxhall Crossland X: Designed for family life (part 1)

The Vauxhall Crossland X has been designed to meet the demands of even the busiest, most active and adventurous families. But don’t just take our word for it. We gave the Crossland X to two of the toughest critics we could find – Garvey (aged 7) and Su (aged 9) – to see what they made of its comfort and practicality features.

Vauxhall Crossland X: Designed for family life (part 2)

The Vauxhall Crossland X has been designed to take the pressure out of driving, letting you spend more time focusing on your family. But don’t just take our word for it. We gave the Crossland X to two of the toughest critics we could find – Garvey (aged 7) and Su (aged 9) – to see what they made of its high-tech driving features.

Vauxhall Crossland X: My Tribe Diary

Family life for today’s parents is way more than just 2.4 kids. You’ve got to factor in relatives, friends and work colleagues – all the other people that add something to your world.
Luckily, the Vauxhall Crossland X has been designed for modern tribes like these.

Exploring the wild in the Vauxhall Crossland X

Meet the Fishers – mum Jo, dad Kris, Millie (aged 9) and Eva (aged 5). They love the great outdoors, spending as much time as they can exploring the woods and beaches on the Yorkshire coast. But the one thing that they’ve never done – and always wanted to do – is go wild camping.

Vauxhall Crossland X: Designed for family life (part 1)

VAUXHALL CROSSLAND X: DESIGNED FOR FAMILY LIFE (PART 2)

Vauxhall Crossland X: My Tribe Diary

Family life for today’s parents is way more than just 2.4 kids. You’ve got to factor in relatives, friends and work colleagues – all the other people that add something to your world. Luckily, the Vauxhall Crossland X has been designed for modern tribes like these.

Exploring the wild in the Vauxhall Crossland X

Results

We clearly changed hearts and minds as well. Familiarity with the Crossland X doubled, while there was a 3x increase in consideration and a 5x increase in recommendation. 10% of readers felt more positively about the Crossland X, and 18% of readers took an action to find out more.

Results

During the campaign we achieved 104,000 video views (easily beating our KPIs) with impressive engagement of 63%. And, thanks to the reach from our wealth of content, 25% of our readers recalled the campaign. We clearly changed hearts and minds as well. Familiarity with the Crossland X doubled, while there was a 3x increase in consideration and a 5x increase in recommendation. 10% of readers felt more positively about the Crossland X, and 18% of readers took an action to find out more.

Content

4x long-form videos
12x short-form cutdowns
8x promoted native stories
44x rich-media & display ads
48x social and newsletter posts

Content

4x long-form videos
12x short-form cutdowns
8x promoted native stories
44x rich-media & display ads
48x social and newsletter posts

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Let's talk

Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

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Where to find us:
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