Holden starts its journey to the future with rebrand and Flume inspired soundtrack
Holden has revealed a re-designed logo and Flume-inspired advertising campaign as the brand prepares to market its way through 2017 and the end of Australian manufacturing.
The masterbrand campaign created by AJF Partnership in Melbourne will be used as the hub of all Holden’s marketing over coming months as it launches five new cars to the market.
The overhaul includes the change of the brand name from all capital letters to upper and lower case and the complete redesign of the Holden website to be more focused on lifestyle editorial.
Holden unveiled the new look and campaign overnight in Melbourne with general manager of marketing communications and digital, Natalie Davey, saying it was aiming to get Australians to rethink their perceptions of the brand.
This is the most contrived strategy I’ve seen. Its just not real. Its like they just took case studies formal the other automotive ideas, and then executed it poorly as one.
So what can we take away from these two videos?
Holden acknowledge that everyone hates the brand and prefers a Renault, plus the only way to get tradies driving them is to give them away.
Brilliant.
Not to worry, I’m sure the friendly lowercase logo will fix all their problems.
Is the agency McCann?
Hi Venga Bus,
The agency was AJF Partnership in Melbourne.
Simon
Holden has absolutely fckn lost the plot. Breathtaking to see. Never before has it been so apparent how ashamed Holden is of who it is, and how desperately it wants to be something/someone else.
‘Australia has changed and so have we’ is clearly the platform but it’s so contrived and so irrelevant for anyone outside of advertising that it won’t move one vehicle whatsoever.
This is quite possibly the worst campaign I’ve ever seen.
This is what happens when you give an Australian icon to a bunch of urban hipsters who looks down on the largely working class/regional/”traditional” audience. Mindblowingly pathetic
“redesign of the Holden website to be more focused on lifestyle editorial” – yeah, but whose lifestyle? Holden drivers or agency kidz?
Ever heard of brand equity AJF? This is an Aussie icon and you’ve stripped it of everything that made it iconic. Well done!
Marketing 101 Holden. If you don’t make cars here in Australia and just import cars you might as well just call it an Opel……,wait a minute! Didn’t Opel leave Australia recently. I am brand confused.
The Holden Brand Launch TVC is an exact copy of Holden’s sister car line, Chevy, used in the US to promote the Chevy Malibu. All of these tactics being used by Holden are being leveraged from Chevy.
https://youtu.be/xLFREsAZo8I
You should do a little research about Holden and its parent company. The brand launch video is the same as the Chevy Malibu commercial in the United States. Exact same. Just different people, talent, and of course, car. I would expect Holden to copy the creative approach that Chevy is having tremendous success with in the United States. If you had researched this, your article would be completely different.
https://www.youtube.com/watch?v=S6cSTBeaqFM
https://www.youtube.com/watch?v=s3fYqzGgEKo&list=PL7ufN7Cep1mHWN6_7JJVg0NoJoVERaCOB
Thanks for the tip Jack
Simon
That was the top of the line Astra with all the bells and whistles – wonder what the reactions would have been to the standard shitbox variant?