For the launch of the new Barina Spark we involved celebrity ambassadors in the process of designing custom decals for the new Spark exterior. The video content was then leveraged on a variety of channels to drive traffic to the central “Designer Spark” site, where users designed their own decals, with vote / share functionality to continue the debate through social media.
The 2010 re-launch of Australia’s most popular car was a huge campaign involving a variety of digital approaches. We used 3D to provide interactive tours of the Commodore, Ute, Caprice & Sportwagon models, and used separate promotional sites to drive traffic back to Holden.com. But the campaign also came with the unique challenge of launching Ethanol - an entirely new fuel source. The ‘Ethanol Answers’ microsite was a clever way to answer people’s questions about the fuel, away from the branded Holden content. Then in line with the Commodore’s new ‘Holden IQ’ interior system we released a national campaign to allow users to test their own intelligence, and compare their score to national results. Each campaign had an individual traffic strategy including banners, search and social media advertising.
To meet the challenge of launching a new small car in an extremely tough market a multi- faceted approach was required. This included a collaboration with Holden Design to create a 3D virtual tour, social media activity in the form of a competition to meet touring singer Pink and extensive online advertising to establish the Cruze nameplate.