Vauxhall: Discover

Graymatter Limited

Client: Vauxhall Fleet
Category: External communication design

Executive summary

When Graymatter was appointed by Vauxhall in October 2010, the challenge laid down was as daunting as it was simple; re-focus and re-energize the brand and return to No 1 in the market place.

The 'Discover' campaign provided Vauxhall Fleet with a strong and vibrant framework to communicate clear propositions using an iconographic language that delivered both immediacy and distinction from the competition.

Within 14 months Vauxhall Fleet were represented in 47% of fleets, an upward shift of 9%, and had increased sales by 8% overtaking Ford and elevating them to No.1 in the market place. Independent research confirmed them as the 'No 1 Manufacturer for Marketing Contact' and the Fleet website attained the accolade of being named No 1 by Business Car Magazine, representing a shift upwards of six places from previous measurement.