GM Holden has announced they will extend their hugely successful sponsorship of Seven Network’s ‘The X Factor’ for a third season, kicking off with a series of integrated TVC’s to help viewers get to know the program’s new host, Jason Dundas.
Featuring popular small SUV, the Holden Trax, the content series will follow a day in the life of Dundas as part of his new hosting gig, aimed at helping viewers get a better feel for the real Jason. Challenging face-value perceptions is all part of Holden’s broader brand strategy to encourage Australians to re-imagine what it means to be a Holden driver.
Paul Balbo, GM Holden’s Senior Manager Media and Brand Partnerships, said, “The X Factor has proved to be a powerful platform for Holden to connect with new audiences through their passion for music. Our hope with this next season is that as viewers get to know the real Jason, they also get to know a little more about the real Holden.”
The series will launch on Monday 3rd October, living across broadcast, online, and social. The integrated sponsorship was developed and managed by Carat’s specialist sponsorship division, Carat Connect.
Natalie Kean, Head of Carat Connect, said, “The success of Holden’s integrated sponsorship of The X-Factor so far has given us a great foundation to build on for this upcoming season. This new content series is all about diving a little deeper into both the show itself – including Jason as its new host – and Holden’s evolving brand identity. We can’t wait to see it come to life.”