Holden opts for emotion over clichés and stereotypes, and wins
Phil Toppi analyses Holden's latest campaign to discover if their attempt to move away from car ad clichés actually worked.
Two years ago, we took a closer look at the state of automotive advertising in Australia, and wrote a piece focussing specifically on the SUV segment. The results were clear: the most effective advertising in the category focussed on a singular benefit and wrapped it up in a unique and memorable story, while the weaker performers overloaded viewers with clichéd product messages and stereotypical vehicle imagery.
Fast-forward to today and, sadly, not much has changed in the category, which is why we were excited to see Holden’s new SUV-range TVC: “This is how we SUV”. The Hollywoodesque spot produced by AJF Partnership, told the story of a daring heist to retrieve a (seemingly) stolen painting. The vehicles were used as the getaway cars, with their agility, nimbleness and performance on full-display for viewers.
Could this brave new direction for Holden showing a complete disregard for category norms and conventions actually work? We tested the 60″ spot amongst a representative audience of auto-intenders from Australia and New Zealand to find out the answer. The results were fascinating.
As a reminder, the success of advertising is a function of three key elements:
- Captivate people by engaging them emotionally
- Connect back to the brand in a meaningful way
- Compel a change in thoughts, feelings and behaviours
How did the ad perform?
After testing 12 SUV TVCs in 2017 and having only a quarter of them exceed our rating average, “This is how we SUV” not only joined this illustrious group but, more importantly, was the number one performer overall.
The action-packed narrative amplified by Blondie’s energetic ‘One Way Or Another’ soundtrack was a hit; not only did the ad stand out from the automotive clutter, but it kept viewers captivated through to the end.
Did performance differ across Australia and New Zealand?
The entertainment factor, fast-paced storyline and music were the key sources of viewer enjoyment across both countries. Together with the clever integration of the vehicles – showcasing their features, versatility and performance – this helped amplify perceptions of quality and style along with softer associations around Holden being a fun and exciting brand.
Impressions around the latter were considerably stronger amongst Australians, which subsequently drove a greater perception of difference versus other automotive manufacturers. This was the key area where performance deviated between the two countries, with perceptions of difference a staggering 20% lower in New Zealand.
What are the key learnings for advertisers?
This may not come as a surprise to anyone who has ever launched a multi-country campaign, but assuming what resonates with consumers in one market will directly translate to another, is fraught with danger. Advertising has the difficult task of fitting with the brand, its life-stage and positioning in the market, while accounting for the unique dynamics of the category. Advertising generally doesn’t travel well across borders, because more often than not these elements don’t align across countries.
Fortunately, the outcome in this instance was not dire, and the ad remained highly effective in New Zealand – albeit slightly weaker than Australia. The entertainment-route works for Holden in Australia because the brand has a rich history and occupies a well-established position in the category. Thus, employing an emotional strategy will help to more deeply engage consumers, and subsequently set Holden apart from other manufacturers.
If Holden was operating in a magical world where marketing budgets were infinite, then we would recommend tailoring the ad to more closely match the brand’s positioning and life-stage in New Zealand. Messaging with a little more substance – specifically highlighting the unique aspects of Holden’s SUVs – would help drive greater impact. Holden could also consider up-weighting media assets that feature more product-specific information in New Zealand, in order to enhance overall campaign effectiveness.
Phil Toppi is director at Cubery. This piece first appeared here.
No Thanx
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But why do they all run away when the painting falls off the wall?
It’s important!
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So a couple of hundred of words on why this ad is category changing, great for the Holden brand, engagement and empathy etc etc etc
Then I look at VFACTs :
– Holden was #10 in sales for February 2019 selling a mere 3825 units. – Contrast this to #1 Toyota at 16,359 units.
– There isn’t a single Holden SUV in the Top 10 SUV models and hasn’t been for months from what I can see.
Admittedly new car sales are in the doldrums, but Holden is one of the worst performers month to month, year on year.
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I guess it depends on whether these SUV’s are any better than Holden’s other recent cars. But at least it’s a good campaign that might help a little.
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Interesting piece, interesting reactions.
Did they opt for emotion over cliches and stereotypes?
Did they win?
Emotion, cliche, and stereotype are three essentials in creative work, just as captivate, connect, and compel should be not a list, but like the god, a trinity in unity.
Emotion can’t be played, it can only be felt by the audience, but there is Enigma.
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Yes, all the prognostications of pony-tailed, one gloved creatives don’t amount to a hill of beans if the ‘boxes don’t move out the door’, as the old saying goes.
In this ruthlessly pragmatic world, the product reigns supreme.
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I believe there is some truth in what you say, Rick, however, without creative input, there would be just the printed for sale notices, and perhaps a rather bland and plainly clothed town crier.
Pony-tailed, one gloved? Hill of beans is a cute expression, came from the ancient use of “not worth a bean” and prevails today, I would guess, due to the creative who gave it to Rick in Casablanca.
On the subject of Rick’s Casablanca monologue, I can just hear Bogart saying ” You know what kid, In this ruthlessly pragmatic world, the product reigns supreme”
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Does it matter ?? As time rolls on Holden becomes more irrelevant. Once a manufacturer, now just a retailer young buyers only know Holden as part of Aussie history, not the present. Those over 50 remember the glory days, some with fondness, some not, and many holding a grudge for closing local manufacture and ending ‘real’ Holdens.
Their only seller of any significance is the Colorado and it’s focus group is those who salary sacrifice or package as it’s cheaper than is rivals.
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