“Holden’s future is bright, there will be a next-generation Commodore, Holden understands Australian conditions and customers better than any other brand, Holden has a wave of exciting new models on the horizon and our dealers across the country are focussed on world-class customer service now and in the future.”
Those are the five “core truths” that Holden will emphasise in a new campaign launching this Australia Day long weekend, the carmaker’s marketing boss Bill Mott revealed today.
The new campaign, dubbed ‘Let’s Go There’, will build on the ‘Here to Stay’ commercial released in late 2013, shortly after Holden announced that it will close its Australian manufacturing operations in 2017.
As with that earlier commercial, which promised the lion brand would not be binned, this new series is intended to demonstrate that Holden understands the needs of Australian buyers.
“Clearly we can’t communicate all of these messages in one advertisement, so we have developed several communication platforms and advertisements,” Mr Mott said.
The new campaign sees groups of young children filling in as spokespeople for the Holden brand, espousing the carmaker’s Australian focus.
Two clips in the new series have been posted online today, one describing a fantastical new Commodore designed by children.
If you’re wondering, the kids have confirmed we can look forward to a 1500km/s (yes, seconds) top speed, fly-away traffic avoidance technology, spaceflight capabilities, hypno-wheels and pre-invasion alien alerts.
“Kids are inherently optimistic and represent the future and these are values that reflect the Holden brand,” Mr Mott said.
The campaign will also feature a focus on Holden’s Lang Lang proving grounds, which has played a major role in the development and testing of the company’s new models since 1957.
“We have also developed advertisements that communicate a core Holden strength. Our vehicles are, and will continue to be, tuned and tested for Australian conditions and customers at our iconic Lang Lang proving Ground in Victoria,” Mr Mott said.
The Lang Lang facility’s future had been in doubt when Holden first announced it would end Australian production, but carmaker revealed early last year that it would be retained for tuning future models.
“Our engineering and vehicle development team at Lang Lang will have the capability to tune suspension, steering and drivetrain characteristics for Australia’s unique conditions and customers,” former Holden boss Gerry Dorizas told press in May last year.
Interestingly, Holden parent General Motors has yet to install a new Chairman at its Australian subsidiary, nearly four months on from Mr Dorizas’s unexpected departure.
The new ‘Let’s Go There’ campaign will hit Australian TV screens this Sunday.
“The entire campaign will be big and bold, including TV, outdoor, digital and cinema executions. It will be impossible to miss. We are confident that we have developed an outstanding communications platform that establishes a new direction and charts a bright and winning future for our iconic Australian brand,” Mr Mott said.