The refresh, announced last week, includes a redesigned lion logo, a change of type style from bold capital letters to a softer upper- and lower-case font, a rethink of the website that is now aimed at attracting and informing new customers, and a new advertising campaign feature celebrated Australian musician Flume.
Holden will now use these tools to introduce five new models to the market in five months, a task it has not achieved for 10 years.
The ad campaign was created by AJF Partnership, an advertising agent in Melbourne, and is the centerpiece to all of Holden’s activities in the lead up to the closure of Australian manufacturing in late 2017.
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Holden’s newly-appointed general manager of marketing communications and digital, Natalie Davey, said the campaign was targeted at changing perceptions of the brand.
She said research into what Australians thought of the Holden brand started 12 months ago and the results did not come as a surprise.
“We want Australia to rethink perceptions of Holden without losing sight of our proud history and heritage,” she said.
“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.”
Holden said that TV and social media campaigns will drive new customers to its new website.
Holden’s new brand and vehicle campaign also introduces Trust, an unreleased track by Flume in collaboration with Isabella Manfredi from Australian band The Preatures.
Holden product communications manager Mark Flintoff said that the next few months would be one of the busiest for the brand in the past decade.
“One way to think about it, we are launching five new products in five months and you will not find a time in the last 10 years when we have done that,” he said.
The new models are the Trailblazer SUV, Colorado, Astra, Trax and Barina.
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