Case Study: Vauxhall achieves £1.8m in fleet sales with GrayMatter

Vauxhall drives £1.8m in fleet sales within days with GrayMatter

Vauxhall faced the challenge of launching its New Insignia in the highly competitive fleet market. The goal was to communicate the vehicle's sharper looks, advanced technology, and efficient engines in a distinctive way that would elevate the Vauxhall brand and capture market share from competitors like VW and BMW. The vendor, GrayMatter, developed the "Beautiful Technology" campaign to address this.

GrayMatter's solution used a series of animal metaphors to represent the car's features, supported by a direct mail flick-book, email, trade ads, and a dedicated landing page. This multi-channel campaign directed prospects to take a 3-day test drive. The results were immediate and significant; GrayMatter helped Vauxhall secure £1.8 million in fleet sales within days of launch and achieve a 62% sales uplift in Q4, setting a new benchmark for the brand.

Vauxhall