Showcase

The Brief
The range of Vauxhall cars IS the company's most stylish, dynamic and exciting for many years. The customer magazine, V, should communicate what the brand has now become In a way that engages and drives response.

The Challenge
While it should embody style, innovation and excitement to appeal to a new generation, the publication must strike a chord with the Vauxhall heartland, customers who value the brand for its heritage, reliability and 'Britishness'.

Editorial Response
The agency distilled the magazine's message as 'innovation you can trust', allying Vauxhall's product range with modermty and reliability. Each edition is themed, giving a changing framework for the content and ensuring key messages are highlighted. The Issue launching the new Astra, for example, became V Stylish and carried an interview with Apple's design head, Jonathan Ive.

Results
Research by Millward Brown proves the magazine "clearly reinforces that Vauxhall cars are thoughtfully designed and fun to drive" In a format that "successfully drives a number of immediate responses from customers".
A massive 54% took some form of action as a result of reading the magazine. More specIfically, 19% of readers requested a brochure, 24% visited the website and 16% went on to buy another Vauxhall.