Holden Case Study
Starting A New Conversation
Holden was closing down Australian production and was introducing the first four fully imported European designed cars to its range.
It needed to ignite a new connection with younger, urban Australians.
Australian Street Style Exposé
We found a way to do it. We enabled Holden to join the street style conversation running in fashion and lifestyle blogs and magazines.
Renowned street style photographer, Scott Schuman, was brought to Australia to give Holden credibility in its new arena and generate interest. We sent him out on the streets to find and photograph those who epitomised street style.
We pitched 8 feature ideas to key media. We expected a 60-80%. 7 of those feature ideas were taken up, an uptake of 87.5%. The ice between them had been well and truly broken. The campaign was also picked up by The Morning Show, making its effectiveness soar.
Exclusive Meet & Greet
Then we held an event at new and trending venue, Automata, to consolidate Holden’s position for the new range as being urban, chic and sophisticated. With 99 VIP guests from fashion and lifestyle publications watching, we presented Holden’s Scott Schuman lifestyle photography collection.
The campaign achieved a GRP (Gross Reach Percentage) of 2.24 across the Australian Population. We were 13% more cost effective in reaching Australians than standard advertising. And we reached the audience we needed to target - 9.49% of the Sydney metro population and 4.41% (1 in 22) of all women in metropolitan areas.