DLKW in launch ads for Vauxhall's Agila mini people carrier

Delaney Lund Knox Warren & Partners has focused on the unique design features of Vauxhall's newest car launch, the Agila, in its first campaign for the brand.

The Agila is a mini people carrier that competes against the likes of the Toyota Yaris, Suzuki's Wagon R and the Daewoo Matiz.

The campaign, which uses the strapline "Agila. Oddly attractive", involves five outdoor and press executions with two radio scripts.

Outdoor has the heaviest weighting, with executions appearing as six-sheets, 48-sheets and on buses.

In the Agila's sector, price has traditionally been the key consideration in advertising. DLKW aims to highlight the Agila's looks and practical attributes, making them central to the personality of the car, as well as promoting the competitive price.

To lend a vibrant personality to the Agila, a pineapple-yellow Vauxhall Agila was shot in UK locations that provided bright and colourful backdrops for the ads.

Outdoor and regional press will push benefits including ease of parking, extensive load space, servicing and price.

The ads were written by Peter Kew, with art direction by Ronnie Brown. They were shot by Dave Stuart. Media planning and buying is handled by Initiative Media.

DLKW won the account for the Agila last month after a head-to-head pitch against Lowe.

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