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Discussion Starter · #1 ·
'Let's Go There' campaign bolsters Holden commitment to Australian future

www.goauto.com.au
January 26 2015

By DANIEL GARDNER





HOLDEN is painting a bright future for itself with a new multifaceted advertising campaign that it says will keep the lion badge roaring beyond 2017 when local production ceases.

Using a concerted combination of television, cinema, outdoor and digital and media, the 'Let's Go There' campaign heralds “a wave of exciting new models” and a focus on the next generation of Holden owners.

It is the latest building block in a strategy to get Australians looking to the future of Holden and follows an announcement last week that the esteemed Commodore name would live on beyond the closure of the Elizabeth and Port Melbourne production plants.

The first TVC depicts continued testing of Holden-badged vehicles at the Lang Lang proving ground in Victoria while a second advertisement features a selection of children explaining their vision of the next Commodore.

Exact details of the forthcoming and largely European-derived range are yet to be released including which model will carry the Commodore name into the next decade, but a TV advert points to the already confirmed Astra hatchback, Cascada convertible as well as existing Colorado and Captiva.

In a release, Holden executive marketing director Bill Mott said the campaign features children to signify the importance of future Holden owners and the continuation of a strong loyal following on Australian soil.

“All of our brand advertisements share specific communication equities. Specifically, children feature prominently in our new television commercials,” he said. “Kids are inherently optimistic and represent the future and these are values that reflect the Holden brand.”

“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.”

The campaign started yesterday with TV and billboard promotions already up, but Holden says the roll-out will continue over the coming weeks.

Like the decision to retain the Commodore nameplate, the various advertising platforms and messages were established through “extensive research” to determine what the buying public would most like to see from the Holden brand in the coming years.

Confirmation of what basis the new non-Australian Commodore will have is probably some way off but speculation says the new E2XX platform is the most likely candidate at this stage.

A move to the mid- and large-size underpinning could lead to a Commodore similar to the Insignia, which will be returning in high-performance VXR variant only in the middle of the year.

http://www.goauto.com.au/mellor/mell...257DD90004A525

 

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Discussion Starter · #4 ·
It looks like they have shot themselves in the foot and are copping a bit of a flogging because of similarities with a US Toyota campaign.

Holden's new multi-million dollar advertising campaign launched in Australia this week hasn't started ideally, with accusations the car maker is "ripping off" a long-standing Toyota slogan.

The manufacturer's new 'Let's go there' brand campaign, a "fresh and bold" promotion launched across different platforms on Sunday, has drawn unwanted attention overseas because of strong parallels with the 'Let's go places' tag successfully used by Toyota in the US since 2012.

One industry website, worldcarfans.com, said Holden's tag was "virtually identical" to Toyota's long-running slogan, while another site, carxmotor.com, said Holden's punchline "sounds like a rip off" of Toyota's oft-used tag.

It's not yet known whether Toyota in the US has taken umbrage at the parallels between the two campaigns. Toyota Motor North America has been contacted for comment.

It is understood Holden hasn't received any correspondence from Toyota at this stage


http://www.drive.com.au/motor-news/...ing-off-toyota-ad-slogan-20150127-12z8gc.html
 

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Whatever.
 

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It looks like they have shot themselves in the foot and are copping a bit of a flogging because of similarities with a US Toyota campaign.

Holden's new multi-million dollar advertising campaign launched in Australia this week hasn't started ideally, with accusations the car maker is "ripping off" a long-standing Toyota slogan.

The manufacturer's new 'Let's go there' brand campaign, a "fresh and bold" promotion launched across different platforms on Sunday, has drawn unwanted attention overseas because of strong parallels with the 'Let's go places' tag successfully used by Toyota in the US since 2012.

One industry website, worldcarfans.com, said Holden's tag was "virtually identical" to Toyota's long-running slogan, while another site, carxmotor.com, said Holden's punchline "sounds like a rip off" of Toyota's oft-used tag.

It's not yet known whether Toyota in the US has taken umbrage at the parallels between the two campaigns. Toyota Motor North America has been contacted for comment.

It is understood Holden hasn't received any correspondence from Toyota at this stage


http://www.drive.com.au/motor-news/...ing-off-toyota-ad-slogan-20150127-12z8gc.html

Similar to my post on another thread which has been clumsily removed.
 

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This is probably how the marketing pitch went...


"What sort of ad can we run where we won't get totally slaughtered?"
"Brock"
"He died. Years ago."
"Skaife?"
"Do people even remember who that is?"
"Hamsters"
"We've already stolen Toyota's tag so we can't steal Kia's thing at the same time. But keep it for the future"
"Sir Prince Philip?"
"Ooh, that'll go down well with Australians. Short-list it"
"Brock"
"How did you even get a job...?"
"KIDS!!"
"What?"
"If we put kids in it, everyone will love it! People love kids and if they are saying things that are cute people love them more!"
"Just do it. I want to go home in the Malibu they threw at me. They gave me 5. You can get one too, there's a bowl with keys in it out the front."

End Scene.
 

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For anyone doubting, apart from the Colorado Captiva and an oblique Commodore shot, Holden is now Opel Australia. They failed in their initial invasion, now they're giving it another run at a beach-head. Testing the glue holding the Lion badges on is not unduly affected by dust and heat. I notice they didn't run any of the Opels on the bump test......

I predict a big black market in Opel badges. Be funny if people put Chevrolet badges on them, too.
 

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For anyone doubting, apart from the Colorado Captiva and an oblique Commodore shot, Holden is now Opel Australia. They failed in their initial invasion, now they're giving it another run at a beach-head. Testing the glue holding the Lion badges on is not unduly affected by dust and heat. I notice they didn't run any of the Opels on the bump test......

I predict a big black market in Opel badges. Be funny if people put Chevrolet badges on them, too.
I bet they'll give the trishield a run. All the easier to bring in Chinese product in a few more years
 

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I've expressed this before, but I don't give two ****s if it's Opel, Buick, holden, whatever, just give me cars that people want to buy and drive.

All this hand-wringing about "oh it won't be Holden anymore", I don't care, if people keep buying them I'll keep selling them, simple as that.


Sent from AutoGuide.com Free App
 

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I'd rather have these ads back:

 

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Okay, can I say something?



****Flame Suit On****



I kind of like those kid ads.
 

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Just go buy a Holden dude.. Stop sending your money to Japan. Send it to Us.
Not bloody likely, mate. Losing interest in GM completely.

Meh, nup. I think my next auto purchase will be a Leaper.

They'll sell me the car I want, transmission, right engine, wheels, brakes with no funny bodged or weirdly-labelled controls. Not a grey porridge FWD barge.



Make mine Brittish Racing Green. Although, I like this blue....
 

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I'd rather have these ads back:

love those old ads

I remember one that had a VL V8 Commodore towing a boat past a Falcon six also towing a boat ( for the uninitiated this was a couple of years after Ford AU dropped the V8)

The kid in the front seat of the Falcon says to his dad "you got the handbrake on or something dad?"

As the Commodore glides past you see the camera pan out and the Holden is towing what looked like Australia 2 complete with winged keel


Loved that ad
 
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