Title | HEART RACING |
Brand | HOLDEN NZ |
Product / Service | BARINA RS |
Category | C01. Integrated Campaign Led by Promo & Activation |
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 |
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 |
Terry Yee | Ogilvy And Mather NZ | Head Of Digital Design |
Jesse Liwag | Ogilvy And Mather NZ | Senior Digital 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 |
Francis Linehan | Redworks NZ | Audio Engineer |
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.
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? In a small market with a target audience of only 700,000 people, over the 4 week campaign period we reached 85% of them - leading to over 100,000 visits to the campaign website, 112,000 video views and over 36,000 votes. Visits to Holden.co.nz Barina pages during the campaign increased by 356% compared to the previous period and more visits during the campaign than there had been for the entire year previous. Better yet, demand for Barina RS outstripped Dealer supply within the first month, and the halo effect of the campaign saw a 200 % increase in sales across the range in the following months.
With a racetrack, a pro driver, and state of the art biometric monitoring systems we showcased the Barina RS in a completely new light to a highly involved audience. By putting it on the track and demonstrating it’s exhilarating performance it ceased to be a Nana’s car. In our target markets own words “The Barina RS is not a vehicle for the faint of heart”. Metaphorically speaking they pulled a handbrake and did a 180.