GM Holden

holdenVE Ute Launch – 2007.

The brief; launch the new Holden Commodore VE Ute

The response; devise and implement a BUZZ, ENGAGE, ACTIVATE campaign that harnesses the passion of Holden fans and Ute enthusiasts online.

  • Teaser site built and deployed 6 weeks prior to Ute unveiling
  • Registrants were rewarded for signing up with secret content on the site
  • URL and links to content seeded in motoring forums and blogs
  • Teaser site alone generated over 100k unique page views and 12k+ email registrations
  • Database emailed regularly with more content, for example, a cutting edge ‘virtual test drive’ using 3D modelling and Papervision Flash
  • On launch day the full site was launched and we began building excitement towards the release of the television commercial
  • Maintained excitedment by releasing DVD footage online of Holden Racing Team test driving the Ute, along with the Motor Show promotional video
  • Site is still active and contains news and updates regarding Holden and the Ute in particular

All in all this was a stunning campaign and was recognised as a finalist in the AIMIA “Best Advertising or Marketing” campaign awards for 2007

Other notable campaigns and achievments with GM Holden;

  • Built a relationship with Holden Design team, making possible the use of world class 3D modelling in the campaign assets and microsites
  • Very successful mobile campaign for the Calais V Series International, involved building a mobile phone application and distributing via Bluetooth
  • Launch of the VE Commodore Sportwagon, a similar campaign structure to the VE Ute, using 3D modelling from day one?

To view a few of these microsites and campaigns, find Holden on Facebook (another initiative I spearheaded while working at the same agency).

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