Holden has partnered with Pedestrian TV to ‘spark change’ in how it communicates with female car buyers.
After learning 87% of young female car buyers feel misunderstood by the auto industry, Holden set out to change the communication.
Holden will highlight the key features of its new small car, the Spark, through content on Pedestrian, filmed from the perspective of some of Australia’s most influential young women.
The Spark Tribe consists of several young female entrepreneurs, including Frank Body founders, Erika Geraerts, Bree Johnson and Jess Hatzis, Canva creator Melanie Perkins, interior designer Stephanie Stematis and Sporteluxe’s Bianca Chey.
Each ambassador was hand-picked to reflect the brand identity of the Spark, grounded in "authenticity and realness" – elements that Holden says are often absent from auto advertising.
The campaign is by AJF Partnership, with Carat Australia as the media agency. Carat’s sponsorship Carat Connect worked with Holden and Pedestrian, with the group business director Jarrad Provis saying the campaign is about “acknowledging the value exchange millennials expect from interactions with all brands”.
The three-part content series will roll out over five months, with viewers offered an up close and personal "behind the scenes" look at the real lives of the Spark Tribe members, including life at the helm of their successful respective businesses. Episodes will be rolled out on Pedestrian and Holden’s digital platforms.
The broader ‘Spark Change’ campaign was created in conjunction with AJF Partnership and includes pop up ‘dealership’ activations, street posters, street furniture, social, retail OOH, and online video.