Vauxhall Network Q: Advertising the used car revolution - IPA Effectiveness Awards Case Study 2000

Brief Description: Launched in 1991-1992 the used car buying service would offer buyers security and peace of mind and motivate the dealer network. The ultimate ambition was 'to become the first national brand name in used car retailing'. The launch campaign was mainly TV, supported by press, poster, DM and retailer advertising. From a zero start 45,000 Network Q cars were sold 12 months after launch. There was a 164% rise in sales by 1999. Network Q UK sales in 1998 were highest at 118,000, cumulative sales of 600,000 since launch, more than any other retailer: it is now the largest used car brand in Europe. The campaign has developed a new market and totally changed people's expectations of used car buying ;---(TAGS)--- Full Title: Network Q - advertising the used car revolution ; Number: 2000/27 ; Brand Name: Network Q ; Client: Vauxhall Motors Ltd ; IPA_ProductCoding: Automotive (Motor dealers) ; Agency: Cogent ; Author: James Allan ;