Breaking the stereotype: Campaign to communicate with women population by automobile sector company for the first time in decades. Vauxhall Crossland X, Pyjama Mama campaign analysis.

1. CROSSLAND X
Brand Campaign by
VAUXHALL
#PYJAMAMAMAS
PRESENTED BY GROUP 5, Section A:
• ARKO BISWAS - 17PGP29
• ARAVIND N - 17PGP033
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2. IDEA
Breaking mum: How Vauxhall and Mother redefined car Marketing
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unknown printer took a galley of type and scrambled it to make a type specimen book. It has
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essentially unchanged.
RESULTS
INTRODUCTION
• Automotive market is in the midst of a radical transformation and
competition with car brands no longer status symbol once they were
• If one looks at all successful brands, it says something about the
consumer who buys it and the SUV segment being a fast growing
with many new product entrants promotion campaign must stand out
• The industry never had history of communicating with the women
• Vauxhall motors saw the opportunity and appointed MOTHER to
create the launch campaign for its new SUV model, CROSSLAND X
The optimistic take on life, as well as the ‘Isn’t life brilliant’
brand positioning, have been incorporated throughout the
campaign. It shows rebellious, but also sexy and glamorous
• 82% of women involved in buying a new family car with their partner
are equally or mainly responsible for planning and decision-making
• Vauxhall Crossland X, the "pyjama mamas" campaign marks the
beginning of a new relationship with the consumer
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3. CORE MESSAGE
Core marketing message
More than half (56%) said they felt
patronised by car advertising. This is a
marketing own goal, made all the
more shocking when placed in the
context of the prediction that, by
2025, UK women are expected to
account for 60% of all personal wealth,
according to data from the Centre for
Economics and Business Research
CONTINUED
Price: 57%
Reliability: 45%
Fuel Economy: 41%
TOP PRIORITIES WHILE
BUYING A CAR
According to research from Different
Spin, an automotive experience
innovation lab from GoodRebels.com,
90% of women would not visit a car
dealership without a male partner,
family member or friend
QUANTIFYING THE PROBLEM
Connecting with the women
(wives/mother) in the family who play
an important role in the decision
making while buying a car
Breaking the mum:
breaking the stereotypes
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4. Campaign construct: Marketing cars by communicating to women
THE CREATIVE FLOW
The car market is not just grappling
with how to communicate better
with women. There is also a major
shift afoot in the way in which
people purchase car
Tapping into this sense of
personality and eccentricity was
key to the "Pyjama mamas"
strategy.
The GAP
The process of buying a car hasn’t
fundamentally shifted since the
1970s. It is a state of play that means
the industry has a fundamental
problem in connecting and
marketing to women.
Lorem Ipsum has been the industry's standard
dummy text ever since the 1500s, when an
unknown printer took a galley of type and
scrambled it to make a type specimen book.
SUPPORT
Lorem Ipsum is simply dummy text
Lorem Ipsum is simply dummy text
It was decided to take a very
different approach for the
Crossland X, leaning not on car
marketing campaigns of the past,
but instead a cultural point of
reference.
Pajama mama- No pajama
Breaking the mum: breaking
the stereotypes
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5. Segmentation, Targeting and Positioning of Crossland X
The company Vauxhall targets the
present day modern and independent
young moms/wives who are part of
decision making in the families and drive
cars for daily use.
In a sea of SUV designs, Crossland X poses at a
platform that befits the swagger and style of the
car and its future drivers, while giving Vauxhall a
contemporary voice in British culture.
Vauxhall launched Crossland X, is poised
in the SUV segment of the market with
major focus on providing the customer
with a spacious and stylish SUV
for families of SEC B in general residing
in the Urban England.
Segmentation Positioning
Targeting
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6. Thank You
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Group Members
• ARKO BISWAS
• ARAVIND N
Group
A5