Holden is at a turning point. Holden is dead, but long live Holden. It’s clear in today’s brand and marketing campaign reveal that Holden is ready to push forward and really begin turning perceptions in Australia.
Foremost, that comes with an all-new Holden “master brand” campaign titled “Real People, Real Reactions.” Sound familiar? It is.
Holden has taken the incredibly successful formula Chevrolet found in its “Real People, Not Actors” campaign and applied it to itself in a more grounded manner. Where Chevrolet wants to feel more approachable, Holden wants locals to rethink what the brand is capable of.
“Holden has always been a brand that engenders passion and loyalty, but we must move with the times. The journey we’re on requires us to have a consistent focus on brand building, to ensure we lay strong foundations for Australia to keep loving Holden for many years to come,” said Holden’s General Manager of Marketing Communications and Digital, Natalie Davey.
“We want Australia to re-think perceptions of Holden without losing sight of our proud history and heritage. Our history is precious to us, but we also need to challenge convention and redefine what Holden is and stands for in today’s Australia,” she added.
The campaign features a de-badged Opel Astra hatchback, allowing the guests to ponder what it is and how well executed the design and amenities are. The reveal is the introduction of the 2017 Holden Astra. To keep things even more local, the campaign features sounds from Australian EDM artist Flume.
Accompanying the 2017 Holden Astra is the official confirmation of the 2017 Holden Acadia, as well as a fresh take on the historic Holden lion badge.
“Our lion icon is now presented in a more premium chrome finish, consistent with the badging on all our vehicles. We’ve also updated the font, moving to a more sophisticated upper and lower case combination,” said Davey.
The sweeping changes will begin to take effect immediately; the campaign will launch nationally across Australia on September 1, 2016.