Vauxhall’s clever family car range – the Meriva and the Zafira – secured a unique partnership with Nickelodeon, the UK’s number one kids’ TV network, to create ‘Nick’s Big Trip’, an integrated, cross-appeal campaign designed to engage kids and adults in driving-related fun and games.
The partnership, created by Swordfish, had digital media at its core and also included a TV spot, experiential events and direct mail.
A dedicated microsite was specially developed for Nickelodeon with the key theme of family fun in the car and making driving an adventure.
Hosted by animated versions of the young stars of Vauxhall’s well-loved ‘Little Dads’ TV advertising campaign, the site was designed with split content specifically for adults and kids, encouraging interaction from the whole family.
In an exciting breakthrough, the ‘Nick’s Big Trip’ site included a game that uniquely allowed cars to be customised before racing. Users were invited to modify their own Zafira or Meriva car with over 1,000 unique designs possible, before racing them against competitors in an advanced 3D race track environment.
There was also a competition to win prizes including a real-life Vauxhall Zafira for Mum and Dad. Other features on the site included printable activities, days out suggestions and fun family games to play on car journeys.
The ‘Nick’s Big Trip’ microsite was part of a larger campaign including an animated 10” TV spot, specially created for Vauxhall by Nickelodeon, that directed young viewers to the website. The campaign was also brought to life in a series of summer weekend events at popular family attractions across the UK.