News
Vauxhall launches New Corsa with Europe’s biggest-ever poster
13.07.2006This week sees Vauxhall launch its New Corsa model with a unique Outdoor campaign, at this year’s British International Motor Show, created by Media Agency Initiative and Outdoor specialist IPM. The Show which is to be held in London at ExCel for the first time in 30 years will attract 500,000 visitors between 20-30 July.
Vauxhall’s New Corsa is due to be launched to the world on the biggest poster site in Europe, on the Millennium Mill Building. This is a first for the Mill which has never been covered before, but stands in great view of the Motor Show, directly opposite the ExCel centre.
This Millennium Mill poster, bought from ExCel Invision, is just over 4,000m2 in size and will have the biggest reveal during the week of the Motor Show, when 15 abseilers unveil the main copy. The New Corsa creative will be underneath the top cover copy that simply says ‘New Corsa World Premiere, 18 July 2006’.
Other Outdoor activity for Vauxhall includes targeting visitors on route to the Motor Show with a bespoke, handpicked, roadside poster package (including 48s, 96s and Golden Squares), with sites chosen to target people travelling from different routes. There will also be a solus poster presence at DLR stations, with standard and bespoke poster formats dominating Custom House, Prince Regent, and Bank stations.
The campaign will be up for two weeks. The Campaign was planned and bought by Helen Adcock at Initiative, and Susannah Dobb at IPM. The Creative agencies were DLKW and BMB.
More media activity for the launch is planned for later this year.
