Holden Captiva has celebrated the launch of its new 2016 LTZ model by partnering with Mamamia Women’s Network to create the ‘Hold My Hand’ campaign, which explores parent concerns regarding child safety around cars.
Central to the campaign is a ‘Hold my Hand’ magnet, which incorporates a paw the size of a small hand and the words ‘Hold my Hand’.
The magnet is aimed to be placed outside of the car to educate children to touch and stay close to the vehicle when the car is being loaded and unloaded.
The ‘Hold My Hand’ campaign is based on a research study Mamamia conducted in conjunction with Holden that looks at Australian mothers and their attitudes towards driving habits and safety concerns. The results revealed 89 per cent of mothers are constantly worrying about their child’s safety around cars, roads, driveways and carparks.
The insights also suggest that mothers are always looking for car features that will assist them throughout their busy daily schedules, and offer the value of space as their families grow.
Other findings showed that mothers with two or more little ones have major concerns trying to multitask loading up the car and keeping their kids safe, while 93 per cent are worried about reversing drivers in car parks.
More than three-quarters of mothers surveyed said they would like a “child safety spot” outside the car, with 72 per cent of them saying they would install an item to educate children to stay close to the vehicle.
Holden’s executive director for marketing, Geraldine Davys, said the car manufacturer is committed to its customers with products and campaigns that support their lifestyles.
“The Captiva ‘Hold my Hand’ campaign is a perfect demonstration of how Holden is focused on supporting our customer’s lifestyles,” Davys said.
“In working with Mamamia Women’s Network, we have been able to recognise concerns of mothers and support with an innovative, fun campaign.”
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]