Driving desire for the new Holden Equinox - Challenge Accepted

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Increase in affinity "Holden Equinox is a brand for me"

Testimonial:

Bauer’s Story54 delivered both the insights and the solution to help us celebrate the thousands of women who have nothing to prove by driving the new Equinox. Celeste was a perfect fit for the campaign. The campaign’s tagline “nothing to prove, prove it” aligned seamlessly with Celeste’s parody prowess and her ability to reflect the real lives of Australian women and the moments where they can be, unapologetically themselves.”

Holden Senior Marketing Manager – Media, Brand & Partnerships, Natalie Del Monaco

THE CHALLENGE

Drive desirability of the new Holden Equinox SUV with “substance-driven matriarchs” showing that Equinox drivers have “nothing to prove”.

Challenge accepted.

THE STRATEGY

With women forming the auto category’s most influential decision makers, we needed a campaign that resonated with its diverse female audiences, based on the insight that Holden Equinox drivers have ‘nothing to prove’.

We knew from our insights and research that Australian women are recalibrating what’s appropriate in advertising communications. They are responding to brands that are abandoning stereotypical and predictable communications and want to be spoken to in a more authentic language that shows truth in their lives. We couldn’t think of a better creative partnership for the Holden Equinox than one with Celeste Barber. Ground-breaking Australia comedian and Instagram sensation, quite simply her work says it all. She has nothing to prove. And her #challengeaccepted satire was proof.

THE SOLUTION

We partnered Barber to co-create a 4-part short form video content series with her thumb-stopping ‘nothing to prove’ humour.

One video per week went live during the four week campaign period. The videos sat within native articles on our Now To Love site and socially across the Bauer network. They were also promoted on Barber and Holden’s own channels.

For Barber, who has over 4 million Instagram followers including Cara Delevigne, Chrissy Teigan and Gwyneth Paltrow, the collaboration was ideal.

“I’ve built a career on the idea of having ‘nothing to prove’ so this campaign was a perfect fit.”

The Story54 team devised the concept and then worked with Celeste to script, cast, direct and produce the four videos. Working on a small budget the videos were shot in Sydney over two days.

 


Find out more

Email: advertising@bauer-media.com.au