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.
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
Please login with linkedin to comment
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]