Holden has just announced a new marketing campaign and change to the company brand over night in Melbourne, the new marketing campaign will feature music producer Flume’s upcoming track ‘Trust in both Holden campaigns and channels.
A new brand campaign featuring an updated logo and new look website is designed to give Holden a new fresh look and Holden try and change peoples perception of Holden and bring back buyers which have been wanning over the last few years.
Check out all the details below.
Holden Launches Ground-Breaking New Brand and Marketing Campaign; Soundtrack by Flume
- Holden launches new brand and advertising campaign at exclusive business briefing event in Melbourne overnight
- Multi-platinum music producer Flume’s upcoming and unreleased track ‘Trust (feat. Isabella Manfredi)’ to feature in Holden campaigns and channels
- Fresh brand campaign includes updated logo, new-look website, innovative marketing executions for key models including Astra and Colorado
- Holden enters partnership with Pandora to launch first Australian Pandora Warehouse party
At an exclusive business briefing event held overnight at Holden’s Port Melbourne international Design Studios, the company launched its ground-breaking new brand and marketing campaign.
Covering every facet of Holden’s marketing communications, the new Holden ‘master brand’ campaign ranges from an updated logo and a new website, to fresh television and social media activations for all models including the all-new Astra and Colorado. The latter featuring the innovative ‘Truck Swap’ creative campaign.
Holden’s General Manager of Marketing Communications and Digital, Natalie Davey, said that Holden’s proud and iconic brand was getting an overhaul that honoured the company’s 160-year heritage, but redefined it for today’s Australia.
“Holden has always been a brand that engenders passion and loyalty, but we must move with the times. The journey we’re on requires us to have a consistent focus on brand building, to ensure we lay strong foundations for Australia to keep loving Holden for many years to come.
“We want Australia to re-think perceptions of Holden without losing sight of our proud history and heritage. Our history is precious to us, but we also need to challenge convention and redefine what Holden is and stands for in today’s Australia.
“Take for example, our new website. For many of our customers, their first interaction with our brand is our website whether they are using a computer, tablet or mobile. In fact, 62 per cent of visitors to our website are new so it’s important that this touch point embodies our brand,” said Ms Davey.
Holden’s ground breaking new brand and vehicle campaign also introduces Trust (feat. Isabella Manfredi), an unreleased track by internationally-acclaimed multi-platinum selling Australian music producer, Flume. A collaboration with fellow Australian musician Isabella Manfredi (of The Preatures), Trust (feat. Isabella Manfredi) adds a beautiful energy and positivity to the new Holden campaign.
Flume’s lead single Never Be Like You, taken from his latest album Skin, was the #1 song on Australian Radio and #1 streamed song for the first half of 2016. It is certified 4 x Platinum in Australia and Platinum in the US.
The Holden campaign launches nationally from Thursday, September 1 2016.
“Flume is a young Australian that has taken the world by storm with his unique and breakthrough music. Already a four-time ARIA winner, he represents Today’s Australia. Flume’s music is the perfect soundtrack as we redefine the Holden brand,” said Ms Davey.
“Our new advertising campaigns reflect our brand transformation, starting with the re-launch of the Holden brand led by Astra and the innovative Colorado ‘Truck Swap’ campaign.
Ms Davey said the association with Flume signals a move for the Holden brand into new directions, including music, with Holden recently signing on as a partner with Pandora.
“Holden has just signed on with Pandora as a partner of the Australian-first Pandora Warehouse music event, which is incredibly exciting and will help us connect with a new audience,” said Ms Davey.
Holden also revealed a subtle and sophisticated change to its iconic branded logo to reflect a more modern and progressive feel
“Our lion icon is now presented in a more premium chrome finish, consistent with the badging on all our vehicles. We’ve also updated the font, moving to a more sophisticated upper and lower case combination,” said Ms Davey.
“These are subtle yet significant changes balancing our respect for our iconic logo with the need for a fresh feel.
“Overall, it’s clear change is happening at Holden. The work is aspirational, it’s authentic, and it has a real-world feel with a confident tone and optimism about our products and our future ahead,” said Ms Davey.