Vauxhall Corsa Cmon Campaign (2007-2010)
Rob Miller | Tuesday September 27, 2011
Categories: Advertising, More on Advertising, Viral Advertising, Courses, A Level, WJEC A Level, WJEC A2, WJEC A2 Media Studies, WJEC AS, WJEC AS Media Studies, New Media, New Technologies, Synergy
Institutional Factors
- Campaign sequenced by DLKW (Delaney, Lund, Knox and Warren). Full Service
- Vauxhall Opel - re-brand the Corsa from one of function and cheapness only to Style, Form, Fun and Vibrancy – “Put the fun back into Driving” (imperative command)
- Adverts combined product image and product demonstration format
- Adverts have international/global appeal
- USP – Cmon’s puppets (live in Barcelona)
- Extensive Viral Marketing
- Cross Media Campaign – TV Commercials/Posters/Print/Website/Viral
- Synergy (Sean Paul/Gnarls Barkley
- Medium production values
- Wide (European) distribution
- Low/medium priced car, competition – Clio/Ka/Yaris (small car market)
Genre
- Although Barnardos lends itself to an excellent study of Social Realism much Advertising e.g. Vauxhall Corsa resists genre classification. Remember if you choose a genre question in the exam you must refer it to three case studies i.e. make it TV or Film.
Narrative
- Aspirational narrative – drive the Vauxhall Corsa and this will happen….
- Simplistic 3 Act Structure – Lovely Car, A Journey, Fun Times
- Notions of narrative predictability in car advertising
- Viral advertising tells a story about the Cmon’s mythical band and gives information on each character
- Mise-en-scene: saturated primary colours, fast paced editing, aspirational settings, upbeat mode of address, funky,...
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