Inside Holden

Holden, the New Zealand automaker, was facing a range of challenges, as competition rose, the recession kicked in and consumers increasingly viewed its vehicles as "gas guzzling V8s".

Inside Holden

Category: Consumer Durables; Most Integrated CampaignAgency:OgilvyClient: Holden New Zealand

SUMMARY

In 2009, the New Zealand car market got tough, and consumers began to look at Holden products as no longer suitable for the times.

With a shrinking ad budget and no new product to shout about, Holden set about extracting phenomenal value out of every advertising dollar spent.

BUSINESS CHALLENGE

Since deregulation, the New Zealand car market has been cluttered and competitive. 2010 was looking bleak, and Holden were contending with a few additional issues of their own, including minimal brand loyalty and...

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