The 2017 Holden Trax has been positioned as the best mobile device you own. And to play upon its mobility, Holden has taken the word “mobile” quite literally.
The latest ad campaign coming for the Holden Trax has been created entirely on mobile phones, or cell phones for those of us who don’t speak local Australian. But it’s not just the ads themselves that have been shot and created with cell phones, it’s everything.
Billboards, digital ads, social media; everything consumers will see play up the Trax’s intentions to keep you mobile. The thinking behind the campaign was to get away from the traditional car ad. The end result is a more approachable and relatable dynamic between brand and consumer.
And knowing 77 percent of Australians check their phones over 150 times per day, it doesn’t get more relatable than that.
Holden launched the “Mobile Made” campaign on February 26, 2017, and Natalie Davey, Holden’s General Manager – Marketing Communications, says the brand will continue to think outside the box to deliver its message.
“In 2016 we teamed up to challenge drivers to switch their vehicle for a Colorado at the ‘Holden Colorado Truck Swap’ and before that we challenged the male-focussed advertising in the automotive industry, explicitly communicating with female customers to launch the new Holden Spark,” said Davey.
“We’re slowly shifting away from traditional car advertising – and I can tell you there are a few surprises to come.”