Vauxhall is set to spend pounds 12 million on the launch of its
latest multi-purpose vehicle, the Zafira, in the UK. It has asked its
main agency of record here, Lowe Howard-Spink, to produce the
The appointment of Lowes without a pitch will be a fillip for the
agency, which has been perceived to be under pressure on the Vauxhall
account since it lost out on the pounds 30 million pan-European launch
of the new Astra model to Rainey Kelly Campbell Roalfe in late 1997.
The Zafira, which launches this spring, is in the Astra family. It has a
special seat-folding mechanism, which converts the car from a
seven-seater to a two-seater without removing any seats. The advertising
is likely to focus on this feature.
The new marque joins a range of family models which already includes the
Astra, Vectra and Omega estates and the Sintra people carrier.
Paul Hammersley, the managing director of Lowes, said: ’This is a very
exciting car which offers the opportunity for some very distinctive
advertising. Consumer reactions to the early work is extremely positive
and we are gearing up for a high-profile launch.’
The Zafira launch advertising will follow a relaunch campaign for
Vauxhall’s new Vectra, also through Lowes, which has yet to break.
Last July, Lowes reasserted itself on the General Motors-owned company’s
roster by securing the pan-European launch of the Frontera following a
competitive development process against its Interpublic Group sister
network, McCann-Erickson (Campaign, 17 July, 1998). McCanns handles
Vauxhall across continental Europe, where it is known as Opel.