Holden’s latest 100 Hour Sale campaign breaks automotive retail category conventions by letting emojis do all the storytelling with barely a car in sight.
Holden’s latest 100! Hour Sale campaign aims to breaks automotive retail category conventions by letting emojis do all the storytelling.
There’s barely a car in sight and follows a similar ethos it used in May, whereby no cars appeared in Holden and SBS' TV ad push for diversity.
Created by AJF Partnership, the campaign works to shake up automotive retail with a few simple emojis and will roll out across TV, outdoor, social, digital, print and radio as it tries to grabs people’s attention in a language that consumers understand.
It’s an example of how Holden is working to continue building its brand across every touch point. A simple retail offer becomes a chance to have some fun while driving home Holden’s dedication to great value. And the less than straightforward approach is already beginning to work with Holden seeing a 61percent increase in website traffic the day the campaign went live. :D :D :D
Holden’s general manager, marketing communications and digital, Natalie Davey, says it’s refreshing and fun.
“Car advertising, particularly when it comes to retail, can be mostly boring and a sea of same,” Davey says.
“We wanted something that was disruptive and cut through the clutter in a new and refreshing way. The early signs have been positive and we’re delighted with how it looks.”
