Challenge: General Motors wanted to better understand how to market a new car they had developed for young urban Europeans. KRC was commissioned by the client and its PR agency, Weber Shandwick, to provide a better understanding of how young people, in their twenties, living in large cities in eight European countries, like to have fun.

Research Solution: KRC developed and implemented a pan-European on-line quantitative survey in Belgium, France, Germany, Great Britain, Hungary, Italy, The Netherlands, and Spain. The survey was designed to determine how young urbanites throughout Europe like to have fun.

Results: Based on the research, KRC provided General Motors with several key insights allowing them to better understand their target market and provide ideas for the development of an award winning PR campaign to launch the new cars throughout Europe. The research findings paint a picture of common values, leisure preferences, aspirations and even common access to modern Euro-life and modern Euro-fun for modern European urbanites. Young Europeans say they need friends, time to have fun, a good job, holidays and sports, a chance to do new things, and a car of their own in order to have the most fun.

KRC presented the findings to journalists from across Europe at the Corsa launch event showing the media that the client understands how young urbanites have fun and know how to make the right cars for them and help them have fun.

The campaign was awarded the 2007 European SABRE Award for best campaign in the automotive sector.