Sales and share were declining due to recession and fierce competition in the car market. Vauxhall Astra's image was weak, and in need of a relaunch. Objective: to reposition the car away from its 'boy racer' image and to attract the mass of lower to medium car market. 14 TV executions. Results: sales recovered in a struggling sector, share rose from 14% to 18.3% (an extra £246 million in revenue). A marked shift in driver profile.