Agency: Weber Shandwick
Country: United Kingdom
Vauxhall asked us to create a social media campaign to showcase the stand-out features of the new Corsa. Through social listening, we discovered first-time and learner drivers were most worried about parallel parking, so we put Gerty the boxer dog in the driving seat and showed how the Corsa's Advanced Park Assist feature – unusual in an entry-level car – made the Corsa so easy to park, even a dog could do it. Our "hidden camera" #ParallelBarking video, including the amazed faces of onlookers, smashed all our engagement and conversion KPIs and was Vauxhall's most successful social campaign ever.
Brief and objectives
Vauxhall, part of the Opel family and owned by General Motors, has been manufacturing and selling vehicles in the UK since 1903. It's been a British favourite since first hitting the road, and the Corsa and Astra models are still among the UK's biggest selling cars.