Lada Cars: Moving Metal

Objective: to stimulate immediate sales of Lada cars (there had been a downturn due to recession in the previous 2 years). Media: national press supported by TV, regional press, direct mail. Advertising conveyed a message of affordability and good value. Results: a record performance. Sales increased 43% in March 1990 (compared to March 1989). Increase in calls to dealers.