To celebrate the launch of their all new small car, the Holden Spark, Holden – in partnership with Carat and Pedestrian TV – have set out to change the way they talk to the younger female car buyer, in response to learning 87 per cent of them feel misunderstood by the auto industry.

Through an integrated partnership managed by Carat’s specialist sponsorship division, Carat Connect, Holden will highlight the key features of the new Spark via a content series on Pedestrian, filmed from the perspective of some of Australia’s most influential young women – the ‘Spark Tribe’.

The Spark Tribe consists of several young female entrepreneurs, including Frank Body founders, Erika Geraerts, Bree Johnson and Jess Hatzis, Canva creator Melanie Perkins, interior designer Stephanie Stematis, and Sporteluxe’s Bianca Chey. Each ambassador was hand-picked to reflect the brand identity of the Spark, grounded in authenticity and realness – elements often absent from auto advertising.

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The twelve-part content series will roll out over five months, with viewers offered an up close and personal ‘behind the scenes’ look at the real lives of the Spark Tribe members, including life at the helm of their successful respective businesses. Episodes will be amplified via Pedestrian and Holden’s digital platforms.

GM Holden’s executive director of marketing, Geraldine Davys said, “This campaign is not about cosmetic improvements to our way of working; it’s about sparking a real and genuine change in how Holden engages the younger car buyer. We’re excited to see all aspects of the campaign come to life over the coming months – ‘Spark Tribe’ is just the start.”

Carat group business director, Jarrad Provis, said, “The ‘Spark Change’ campaign is about us acknowledging the value exchange millennials expect from their interactions with all brands – auto or otherwise. The ‘Spark Tribe’ content still tells them all they need to know about a great small car, but it does it in the context of authentic, inspiring content in line with their goals and aspirations.”

The broader ‘Spark Change’ campaign was created in conjunction with AJF Partnership, and includes pop up ‘dealership’ activations, street posters, street furniture, social, retail OOH, and online video