| Title | HEART RACING |
| Brand | HOLDEN NZ |
| Product / Service | BARINA RS |
| Category | A03. Cars & Automotive |
| Entrant | OGILVY & MATHER Auckland, NEW ZEALAND |
| Entrant Company | OGILVY & MATHER Auckland, NEW ZEALAND |
| Advertising Agency | OGILVY & MATHER Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Angus Hennah | Ogilvy And Mather NZ | Executive Creative Director |
| Greg Whitham | Ogilvy And Mather NZ | Executive Digital Director |
| Rupert Hancock | Ogilvy And Mather NZ | Creative Director | Art Director |
| Matt Simpkins | Ogilvy And Mather NZ | Creative Director | Copy Writer |
| Terry Yee | Ogilvy And Mather NZ | Head Of Digital Design |
| Jesse Liwag | Ogilvy And Mather NZ | Senior Digital Producer |
| Sandra Daniel | Ogilvy And Mather NZ | Group Account Director |
| Jessica Short | Ogilvy And Mather NZ | Account Director |
| Marnie Jane Samphier | Holden NZ | General Marketing Manager |
| Julie Southall | Holden NZ | Communications | Sponsorship Manager |
| Rachel Stewart | Ogilvy And Mather NZ | Agency Producer |
| James Showler | Ogilvy And Mather NZ | Senior Designer |
| Jamie Wright | Ogilvy And Mather NZ | Senior Retoucher| Stills Photographer |
| Ben Marshall | Redworks NZ | Senior Editor |
| Ben Chesters | Redworks NZ | Editor |
We knew the sporty new Holden Barina RS would quicken the pulses of our younger market so we crafted our entire promotional campaign around that insight. Introducing the Barina RS Heartracing challenge. The rules were simple. Keep your heart rate lower than anyone else during a hot lap with Supercar driver Greg Murphy and you get to keep the car. The campaign launched on TV, radio and digital and the concept immediately grabbed the attention of our audience, and the media, which fueled social engagement.
We’re we successful? Over the 4-week campaign period we had over 100,000 visits to the site, more than 112,000 video views and 36,000 votes were cast. As a result, within a month of the campaign launch, nationwide stocks of the Barina RS has sold out, and the halo effect of the campaign saw a 200 % increase in sales across the range in the following months.
The Holden Barina range had a perception issue with our younger audience; they felt it was a Nana’s car. Our objective was to change that perception and stimulate consideration/purchase.