Vauxhall/Opel tested ad-campaigns

Operating in a highly competitive market, Vauxhall wanted to understand brand perception, brand image and consideration ahead of a TV advertising campaign launching their new SUV, the all-new Mokka.

The intention of the messaging of the ad – ‘Unbox Yourself’ – was to change brand perception and communicate that drivers of the new Mokka are confident individuals who do not follow the crowd. The ad was a new creative route for Vauxhall, designed to be provocative, with the intention of reaching and delivering new customers, while maintaining current customer loyalty, sponsorships and partnerships.

Using YouGov Survey Direct, our rapid self-serve research tool, Vauxhall was able to target respondents who were in market to purchase a car in the next two years. This audience was key to understanding how the ad would impact overall brand perception and purchase intention of those currently in market.

The respondents completed a survey before and after ad exposure. The pre survey (1,500 sample) allowed Vauxhall to create a baseline for brand metrics against key competitors, both at a brand and model level.

The post survey (1,000 sample) enabled Vauxhall to compare how the same group of respondents’ purchase consideration changed after ad exposure. The post survey also included a CTA to find out more about the new model. The CTA augments survey data with clickthrough data, providing an additional measure of interest in the product following exposure to the creative.

Post ad exposure, respondents felt more positive about the Vauxhall brand, and more likely to recommend it to friends. Crucially, data showed an increase in Vauxhall purchase consideration of +15% post ad exposure, and 11% of respondents clicked on the CTA to find out more about the new model. Access to YouGov Survey Direct’s 200+ personal data points via our powerful data analysis platform enabled Vauxhall to segment the data by factors and channels influencing future car purchases, helping to shape part of their ongoing marketing strategy.

Resultant data intelligence has informed how Vauxhall will use the ad more tactically and create a benchmark to measure future ads.

Survey results allowed Vauxhall to understand consumer sentiment towards purchasing a car online, a key strategic focus.

Vauxhall now uses YouGov Survey Direct to pre-test all of their TV ads before campaign launches to get an initial read on consumer sentiment