Vauxhall: A dog does parallel parking

This case study reveals how a video of a dog parking a car became car maker Vauxhall's most successful social campaign ever in the UK.

Vauxhall: A dog does parallel parking

Agency: Weber Shandwick

With first-time drivers dreading parallel parking, Vauxhall combined this fear with what they love - irreverent videos. But the challenge was to get new drivers not just noticing the impressive tech in the new Corsa - but sharing it.

Strategy

Vauxhall found people talking about how worried they were about parallel parking through social listening, through people talking about the features of the Corsa and by learning about the conversations amongst new and learner drivers.

Since Advanced Park Assist means the Corsa can park itself, this was clearly an angle that...

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