Our strategy was influenced by research that told us that it’s usually mums who decide which family car to buy. So we used the cool mums from popular culture – women who were irreverent enough to defy convention and leave the house in their pyjamas – to sell Vauxhall’s Crossland X. We called them Pyjama Mamas. For the digital campaign, we came up with cool names for 5 of them. We created demo videos with each of the Mamas, linking them to the features of the car. We also targeted potential customers with innovative emails.

Role: Lead creative team

Production for videos: Rankin Film