Earlier in July, GM’s Australian arm Holden unveiled a new advertising campaign that will serve as the brand’s new ad direction. The campaign signals a new change for Holden as it transitions from the “Go Better” theme it has used to deliver its message since 2008.
The new campaign comes after a plethora of consumer research “to better understand what Australians think of Holden”, as the brand wasted “to understand what came to mind when they thought of our brand”, according to Holden Marketing Director Simon Carr. “Did Holden and our products continue to inspire consumers, did they think we were fresh and exciting, did they think we were doing well?”
Holden realized that even though it had revamped its product portfolio over the last 18 months, some consumers weren’t aware of the significant changes to the product lineup.
“Holden Volt really signifies that change”, said Carr. “It offers exciting new technology that buyers may not associate with the Holden brand and what better way to show how Holden is changing than bringing to market a game-changer like the Volt?”
“We’re more than the Commodore car company. We have a strong small car portfolio with Cruze and Barina; in the SUV segment we have Captiva and the all-new Colorado which is set to make waves in the LCV market.
“Put simply, we’re not just about large cars and as a brand we’ve got some work to do with the next generation of car buyers to get into their consideration set.”
Here are the first two ad spots that set the new direction for Holden: