Let’s be blunt: Holden doesn’t specifically have the greatest attitude with Australian consumers right now. That’s a given. Holden has been busy readying its marketing, advertising and branding moves to court consumers back into their court. The challenge is, and will be, to remind Australian consumers Holden will still be around after 2017.
It’s a scar, and it’s a big one, but, the show must go on. That’s why Holden Executive Director of Marketing and Customer Experience, Geraldine Davys, says the partnership with Walt Disney’s Star Wars franchise is “huge.”
Just how the brand will implement the iconic multi-media franchise is not yet known, but the possibilities seem to be endless, as Davys explains by saying the following in a GoAuto interview:
We have the automotive rights in Australia to use the Star Wars franchise and all of the relevant opportunities we get as a result of that. It gives us a huge opportunity to really start to build momentum across the age demographic, which actually spans from six to 54 years.
That’s one of the key reasons we looked at the Star Wars franchise in the first instance. Not only is it the biggest brand in the world at the moment but what it will also do is ensure we are able to talk a greater number of customers across a lot of different car lines and models that we have, not only now but that we will launch in 2016 and 2017.
She suggested the avenues in which the partnership will dart down will be “broad” and “multifaceted,” adding Holden has a busy 12 months ahead of itself.
Wrapping up here interview, Davys reiterated how Holden’s momentum must continue to build in order to be successful and, with cooperation from Star Wars, she expects many consumers to take a second look at the brand.
“We want to be seen that we will be here beyond 2017, and that’s really important to show that we’ll still be around. It’s good for customers, it’s good for dealers and it’s good internally.”