Vauxhall appeals to kids with Nickelodeon work

by Nicola Clark, Marketing 18-Jul-07

Vauxhall is to target children directly with a campaign promoting its Meriva and Zafira brands on Nickelodeon.

The campaign, which will feature animated versions of the 'little dads'
from Vauxhall's recent advertising, will offer kids the opportunity to
win a car.

The activity will centre on family days out. These will also be promoted

via a microsite, www.nick.co.uk/bigtrip, which has been created by

digital design group Mind Orchard.

The site has split content for parents and children and has been
designed to connect with the entire family.

An online game will invite users to create designs for Zafira and Meriva
cars before racing them. Other features include printable activities for
family fun on car journeys.

TV spots starring the animated dads will air during the summer on
Nickelodeon. Events at family attractions such as Longleat and Woburn
will also drive awareness and promote the site.

In addition, Nickelodeon-branded Vauxhall cars will appear at events
wrapped in paper so that kids can draw on them.