Fresh Brand Advertising Sets Holden in a New Direction

SYDNEY – July 2, 2012: Holden has unveiled a fresh advertising direction with the introduction of its first television commercial for Volt, its long range electric car which goes on sale later this year.

Directed by Jeffrey Darling, “Change” is the first of two TV executions for the Volt, and aired last night in shows including The Block Finale, New Girl and Downton Abbey.

The new advertising direction heralds an evolutionary change for Holden as it moves beyond the “Go Better” umbrella theme it has used to unify its car advertising since 2008.

Holden Marketing Director, Simon Carr said the new direction was designed to inspire and excite viewers.

“In the last year, we’ve been conducting consumer research to better understand what Australians think of Holden. We wanted to understand what came to mind when they thought of our brand.

“Did Holden and our products continue to inspire consumers, did they think we were fresh and exciting, did they think we were doing well?

“We saw that despite revitalising our portfolio over the past 18 months, some car buyers weren’t aware of the change we’d been making to our line up.

“Holden Volt really signifies that change. It offers exciting new technology that buyers may not associate with the Holden brand and what better way to show how Holden is changing than bringing to market a game-changer like the Volt?

“We’re more than the Commodore car company. We have a strong small car portfolio with Cruze and Barina; in the SUV segment we have Captiva and the all-new Colorado which is set to make waves in the LCV market.

“Put simply, we’re not just about large cars and as a brand we’ve got some work to do with the next generation of car buyers to get into their consideration set.”