Car buying, and especially when it comes to traditional, large engine cars such as Holden's, has long been seen as the domain of men. We set out to change that stereotype and deliver fantastic success to our client.
Challenge
Holden was seen as a brand for your dad. Women could imagine their Dad driving a Holden but they couldn’t imagine driving a Holden themselves. The brand was so far removed from their lives that they couldn’t picture themselves, or their friends, driving one (let alone buying one).
We needed to put women in the driving seat.
Our campaign objectives focused on getting Holden onto her shopping list.
Ensure our advertising was seen and engaged with by women
Increase Holden as “brand for me” amongst women
Ensure Holden is in her consideration set
Solution
Help women imagine what life could be like driving a Holden. We needed to re frame the Holden brand and put the cars in a context that made sense to women by;
Harnessing media environments where we could isolate and target women specifically.
Integrate Holden into her everyday, or desired life.
Demonstrate how ‘people like them’ are driving Holden cars
To truly generate relevancy amongst women, we needed to leverage the trust and equity of a reputable media partner.
Enter, Bauer. Not only were they well versed in creating meaningful stories, they were incredibly effective in reaching women through their variety of well-loved lifestyle brands. We worked with Bauer Publishing to develop the idea: ‘Holden Carversations’
A content-based media platform, that put five Holden car models that were most relevant to women, in a relatable context, running four stories across Paperboy, Fashion Quarterly, MissFQ & Taste
Creating new, relevant stories for the Holden brand, cumulatively across print, digital, influencers and social content.
A completely new conversation for Holden.
Result
Ensure our advertising was seen and engaged with:
>1 m reached through social media
260,000 video views
2.87mins dwell time against Bauer average of 1.35mins
>43,000 clicks through to content
Change the perception of Holden as a brand
62% of respondents thought that content created a positive perception of the Holden brand.
Ensure Holden is a brand on the consideration list to potential new buyers
44% of respondents agree that this advertising puts Holden into their consideration set.
>1 in 5 agree that next time they are in the market for a new car, Holden will be a consideration.
During campaign period, we saw an 8% increase in females 18-34 visiting the Holden website.
TVNZ+ It's free, but it could cost you"
Dentsu Creative
TVNZ, New Zealand's largest TV network, needed to rebrand its reimagined streaming brand, moving the platform from a 'catch up' on-demand service to a streaming destination.
Countdown CEM "Certainty Engine Marketing"
Dentsu Media
Consumer behaviours have changed since 2020, especially when shopping online, so we created a bid strategy based on "certainty".
Kathmandu "The Power of 3"
Dentsu Media
Utilising customer data, we transformed Kathmandu's Winter Sale media approach, optimising for real time consumer, weather, and conversion data to exponentially grow sales.
A New Zealand First for PlaceMakers and Google
Finding a first to market digital solution to help PlaceMakers maintain a high performing e-commerce channel.
Social | Shortland Street 30th Anniversary Social Activation
For Shortland Street’s 30th Anniversary TVNZ looked to pull out all the stops to help bring some excitement to this landmark occasion in NZ broadcast television.
TVNZ #IsoCareKits
Dentsu Creative | Social
Lockdowns suck, and with so much of our isolation entertainment coming from our televisions, TVNZ saw an opportunity.
ASB "Borrow the All Blacks"
Dentsu Creative
During the COVID-19 pandemic, ASB were challenged to step up to plate for small businesses. So we thought, what if we fronted up with one of the most tightly regulated sponsorship properties in ...
Creative | Bunnings and Touch NZ
Dentsu creative were engaged to support the second year of the Bunnings Sponsorship of Touch New Zealand.
Creative | Rangitikei Free Range
Creative | Meridian, Turbine Pale Ale Launch
To launch Turbine, Dentsu Creative developed a PR strategy that built awareness of Turbine’s story as a love letter to windy Wellington and turned Garage Project’s two taprooms in Auckland and W...
Movember "A Moment Against Silence"
We leveraged the All Blacks to reframe a moments silence to a moment against silence to get the nation talking about the national tragedy, which is the devestating suicide statistics amongst Kiw...
Creative | Designing a contactless service for Subaru.
Designing a contactless service for Subaru.
Creative | Calocurb
If there were a medal for being the most obese and overweight country in the OECD, New Zealand would get a bronze.
We were engaged from day one, as Calocurb’s brand, marketing and technolog...
Creative | Tower Insurance
Tower were seen as just another insurance company: traditional, painful and host to archaic claim systems. So Tower set out to make things simple. They simplified their process, customer intera...
Creative | Meridian
For over a decade, Meridian has been committed to providing renewable energy to Kiwis. However, with all energy brands vying to demonstrate their commitment to the environment our key point of ...
Media | Accor, Bidding Strategy Alignment
Helping a global brand adopt in a local market, and to compete against changing digital booking behaviour.
iProspect: Mercy Radiology
Being first in market to launch booking capability for medical imagery and screening. Helping Aucklanders find the right medical screens and scans, aiding them to speed up tedious booking proces...
Davanti: Auckland Council
Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Davanti: Ministry of Education
On behalf of the Ministry of Education, the Education Infrastructure Service (EIS) invests around $500m per annum in planning and delivering infrastructure services and facilities to New Zealand...
Davanti: Leading Edge
Leading Edge Communications is a fast paced Sales Channel Management company offering telecommunications sales and support services to some of NZ’s leading enterprise and SME organisations – kee...