Inside Holden

Category: Consumer Durables; Most Integrated Campaign
Agency:Ogilvy
Client: 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 consumer perception of Holdens as "gas guzzling V8s".

Holden would need to outmaneuvre their competitors if they were to maintain market share. This called for a campaign that would make the brand relevant for today’s consumers.

CAMPAIGN OBJECTIVES