Holden has unveiled to media an update to its branding and marketing campaigns – including an update for its iconic lion.
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 new Astra and Colorado.
Holden’s general manager of marketing communications and digital, Natalie Davey, says the 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,” Davey says. “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,” says 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.
The Holden campaign launches nationally from Thursday, September 1 2016.
“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.
Davey says 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,” says 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,” says 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,” says Davey.
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