Holden launches new Trax model with campaign created on mobile

Holden is pushing the technological capabilities of its Holden Trax, with a campaign created entirely through mobile devices.

The entire campaign, created by AJF Partnership was made using mobile phones

Created by AJF Partnership, the ad sees Holden ambassador Jane Lu, CEO of ShowPo, and professional surfer Nikki van Dijk, as they film the car features on a variety of mobile devices.

The ‘Mobile Made’ campaign aims to reflect the mobile-friendly technology which can be found in the new model, such as Apple Car Play and Android Auto features.

Each component of the campaign, out of home, digital and social was filmed or shot on mobile phones.

Natalie Davey, general manager, marketing communications at Holden said the campaign was a massive change for the brand and the wider industry, as it shifted away from “traditional car advertising”.

“Let’s face it, your phone has become an essential part of who you are. And given most Australians are especially obsessed with their mobiles, we wanted to have some fun with this and creating the entire campaign using the camera, sound and video features built in,” said Davey.

“We’d never recommend using a mobile in the car, but working with AJF and CARstodian ambassador, Jane Lu, we were able to explore how Australians use their car and their phone together, whilst staying safe on the road.

“In the spirit of Mobile Made, the campaign is due to go live on social and digital first and we’re confident the campaign, and Trax, will both go well with Australians,” she added.

Adam Francis, AJF creative partner and founding director said the shooting of the campaign with mobile phones reflected the ‘forward-thinking’ mindset of the Holden brand.

“We wanted to step away from the traditional ‘car ad’ and demonstrate the new thinking and new direction Holden is undertaking,” said Francis.

“With almost every member of the crew shooting with their own mobile phone under the guidance of director, Luke Bouchier, we were able to create a huge amount of content and bring it to life in a genuinely innovative way.”

The latest work isn’t the first time Holden has attempt to try something different, re-launching the brand late last year with the Holden Colorado Truck Swap ad.


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