Client: GMAC

Project: Brand relaunch

Objective: To relaunch the brand in line with new Vauxhall brand positioning and to support new service and pricing initiatives

Audience: Vauxhall dealers and their retail and fleet customers

Issues: It had to be done in 11 weeks.
There needed to be synergy with the new Vauxhall brand positioning. However the Finance business had its own values to promote. The new brand was to be seen as more competitive than before but still providing reassurance. It was also aimed at supporting an intitaive to try and make Finance and Insurance (F&I) easier for the customer to understand.

Involvement: From the Vauxhall brand overview provided, we helped the agency develop a clear brand portrait for the Finance business. We worked as part of the agency’s creative team developing campaign concepts for a new look and feel for all corporate materials. This included creation of a brand strapline - ‘Simply, Confidently, Affordably’ - that formed the cornerstone of the campaign. We proposed the developemnt of a suite of new marketing materials that included ‘Know How’ guides to help customers select the right finace and insurance for their needs. We managed a team of 6 freelance writers to create more than 500 pages of marketing communcation in just under 7 weeks.

Outcome: The launch was on time and on budget.
The new brand positioing and new materials were well recieved by staff, customers and the dealer network.
Dealers reported that customers had a clearer understanding and more trust in their F & I products.