Vauxhall Tigra - Pride and Prejudice

Rachel Hamilton

Campaign in 1999 by Lowe Howard-Spink for Vauxhall Tigra. Need to differentiate from major heavy-spending competitor Ford Puma.
Agency: Lowe Howard-SpinkAuthor: Rachel Hamilton

Vauxhall Tigra: 'Pride and Prejudice'

SAVING THE TIGRA

How could we reaffirm people's pride in the Vauxhall Tigra when it was under attack from the sleeker, faster, younger Ford Puma?

And how could we utilise our strategic thinking to overcome internal agency prejudice towards the car?

This is the story of how planning managed to reestablish Tigra's style credentials by challenging agency assumptions and by examining what really lay underneath drivers' relationships with the 'hairdresser's car'.

BACKGROUND

There was a time when Tigra had everything its own way. Following the 'most salient new...

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