Holden launches dedicated Foxtel Anytime channel to promote its new Holden Astra
Holden and MCN has created a dedicated bespoke branded content channel on Foxtel’s Anytime platform, aimed at promoting the new Holden Astra.
https://www.youtube.com/watch?v=0PYP-kmYDno
The channel, called ‘Edge of Your Seat Drama’, launched quietly back in August and came about following the success of Holden’s branded content video ‘Astra versus Drones’, which was produced in conjunction with Vice, The Creators Project, and media agency Carat.
Holden said the new channel, which is available to Foxtel subscribers as part of the pay-tv subscribers IPTV on demand offering, is part of a new branded content strategy for the major car brand.
“It offered us the perfect opportunity to give our target audience the content they want to watch, in the format they want to watch it,” said Bianca Mundy, Holden’s senior advertising & communications manager.
“We know the way people consume content is rapidly evolving, and as a brand we need to evolve with this shift. Ownership of a bespoke channel allows us to amplify our ‘Astra V Drones’ content, leveraging an experience our audience values as a platform for our brand.”
Holden and its media agency Carat said the ‘Edge of Your Seat Drama’ IPTC channel will aim to bring consumers high quality and entertaining branded content, noting that it would have strong content in drama and entertainment, including ‘Fear the Walking Dead’ a companion series to ‘The Walking Dead’.
Other key titles include: Hell on Wheels, Criminal Minds, and Peaky Blinders.
Jarrad Provis Carat’s group business director said: “We know our audience expect to watch what they want, when they want it, as evidenced through the sizeable growth in video on demand.
“The new ‘Edge of Your Seat Drama’ channel aligns with this shift in behaviour and positions the Astra alongside the kind of thrilling content that will put our audience on the edge of their seat.”
Nic Christensen
