To launch Vauxhall Motors' newest player in the SUV car park, the Grandland X, McCann Central has created the campaign, 'Just a Little More Grand'. The campaign focuses on the Grandland X's ride height and elevated driving position and the confidence this brings drivers. The campaign concentrates on how standing even a fraction taller makes things, 'Just a Little More Grand'. This 'Just a Little More Grand' campaign will be live from 31st December 2017 to 31st January 2018, running on placements from digital, TV, PR, social and CRM to press, showroom Point of Sale (POS) and Out Of Home (OOH).
The centrally created assets have been adapted for each channel, with 'Just a Little More Grand' interpreted creatively to bring the campaign to life. Simon Oldfield, Marketing Director for Vauxhall Motors said, 'Just a Little More Grand comes from the insight that almost everyone, child or adult, likes the sense of being just a bit taller. The film takes this feeling through to the ride height and elevated driving position of the Grandland X. Sitting higher makes us feel more confident, more secure and more assured, making everyday experiences special.
'The Grandland X offers Vauxhall customers another strong choice in the SUV market, joining our SUV 'X' family that also includes the Mokka X and Crossland X. The Grandland X will provide a significant retail volume opportunity, with the segment due to grow further in 2018. Paul Dean, Managing Director at McCann Central said, 'Taking the sentiment of the global campaign, we've translated and localised it for the UK market to capture the quintessential British tone of voice of Vauxhall.
Playing on both the product name and the car's attributes, the 'Just a Little More Grand' campaign dramatises the feeling of grandeur that you get when driving an SUV equipped with market-leading features at a competitive price'. The Grandland X is the largest SUV in Vauxhall's range, with seating for five people, generous luggage space and a raft of technology. Priced from £22,310 on the road, standard equipment includes LED daytime running lights, camera based lane departure warning, road sign recognition, intelligent cruise control and air conditioning with particulate and odour filter. It also introduced Vauxhall's IntelliGrip traction control, which ensures the best traction and stable handling on any surface.
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