‘Don’t just turn up, arrive’, says Holden as part of its ‘brand rejuvenation’
Holden has created a new campaign for its Acadia model as part of the brand’s rejuvenation.
The ‘Don’t turn up, arrive’ brand positioning for the Acadia SUV model aims to change the style of Holden’s communications and inject a sense of humour and fun into the brand.
The ad, created by AJF Partnership, features groups of regular people turning up to waterparks, the airport and a nightclub as if they are famous VIPs.
Holden’s new ad is backed to ‘My House’ by American performer Flo Rida.
Kristian Aquilina, marketing director at Holden, said in a statement the Acadia has all the swagger and impact you associate with red-carpet Hollywood arrivals.
“Our new Holden Acadia ‘Arrive’ campaign picks up on this theme well, while also making it both fun and relevant to Australian families.
“This campaign is another example of Holden changing its style of communication. The Holden Acadia ‘Arrive’ campaign highlights the vehicle’s strengths, while also including the sense of fun
and humour that has been part of Holden’s DNA forever.
“We believe this campaign and the vehicle will resonate strongly with customers as we continue to evolve the Holden brand and talk about our SUV credentials with Australians,” she said.
Last year, Holden launched its SUV Equinox model via a campaign created by The Monkeys.
The Equinox campaign used the tagline ‘Nothing to Prove? Prove it’.
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I love the ad but my grandfather would be rolling in his Australian made grave
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Maybe it’s the millennial in me talking, but “turning up” comes across as more contemporary, impactful, and exciting than “arriving” (which sounds like a road safety word).
Given the suits and the Flo Rida and the jets – “Don’t just arrive, turn up” seems like the better fit here.
Love the visuals though!
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“Don’t just turn up, arrive” is literally the tag line for an outdoor campaign on Flinders St for some sort of wine. i see it every day on the way to work. maybe the holden marketing team follow the same route…
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I was literally thinking the exact same thing.
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I clicked in to write this exact comment! Maybe it’s the millenial in me though….
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I’m hip, I’m cool, I’m down with the four one one
….joking aside it’s probably the best work from Holden in recent years. Let’s just hope they remain consistent and don’t change creative direction every two months like they have been.
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love it !
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Definitely the best Holden ad for a while. Confidence is contagious. Keep it up.
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