Several weeks after kicking off its 60th anniversary via a nostalgic TVC by Ogilvy, Holden has now extended the celebrations to its website with a series of vignettes that aim to tell the stories of fans of the brand.
The video compilation is currently being hosted on a microsite called '60 Years Loyal', which was created by Dentsu Aegis-owned digital creative agency Isobar.
The agency worked with its sister agency Haystac to source characters and stories of interest, before partnering with directors Tim Pierce and Toby Crawford of Two Bearded Men to capture and collate the content.
“Holden have been a much loved car for generations of New Zealanders and we uncovered some fantastic stories from throughout the ages," said Isobar's general manager Grant Henderson. "We are really proud to have produced such a unique collection of content and hope to be working with Holden to add another one in ten years’ time."
And although the two-minute video also features the stories of real Kiwis and their experiences with the car, it differs from VW's 'The People's Film' in the sense that this footage was shot professionally rather than pieced together from amateur snippets.
That being said, Holden is currently also hosting a competition that gives Kiwis a chance to win a restored Holden Monaro if they send in a story—consisting of a video or an image—of their experiences with the brand. And this competition could also see Holden incorporate crowd-sourced footage into its ongoing campaign, which is being managed by Ogilvy.
To incite Kiwis to send in their entries, Holden will over the next few months release a series of clips that show the progression of the restoration of the vehicle. Thus far only the first chapter has been released, but Holden plans to release six more episodes in the near future (Ogilvy is also behind all of these videos).
The campaign comes at a successful time for the company, which last Thursday won the automotive award at the TVNZ-NZ Marketing awards for the success of its 'Back in black tie' campaign for last year's launch of the Commodore VF. This campaign served as a significant change in direction for the company, in the sense that it shifted Holden from a brand that was synonymous with petrolhead culture to one that appealed to all Kiwis.
And now Holden is continuing this trend by highlighting the diverse range of people who have over the years fallen in love with the vehicles.
And this sentiment is clearly illustrated by Holden's general manager of marketing Marnie Jane Samphier, who commended Isobar for bringing the brand to life from the perspectives of those who sit behind the steering wheel.
"I couldn’t think of a better nod to Holden’s heritage in this country than this series of stories from the people who make the brand what it is,” she said in a release.
Agency: Ogilvy & Mather New Zealand
Client: Holden New Zealand
GM Marketing: Marnie Jane Samphier
Brand Communications Manager: Cherie Berryman
Executive Creative Director: Angus Hennah
Creative: Angus Hennah
Agency Producer: Amanda Kabel
Group Account Director: Sandra Daniel
Account Director: Jessica Short
Production Company: Exit Films
Director: Gaysorn Thavat
Producer: Declan Cahill
DOP: Ginny Loane
Editor: Sam Brunette
Post Production: Blockhead
Colourist: Pete Ritchie
Post Supervisor: Nigel Mortimer
Sound: Liquid Studios
Composer: Pete Van der Fluit
Grant Henderson, GM Isobar New Zealand
Bobby Hollingsworth, Group Account Director
Nick Hardie-Grant, Account Manager
Tony Day, Senior Project Manager
Dave Budge, Creative Director
Ty Johnson, Art Director
Brianna Elder, Agency Director, Haystac
Tim Piece and Toby Crawford, Two Bearded Men
*Update: Ogilvy created the 'Win a Monaro' promotion, call to entry video, restoration video and all elements of the 60 Years TVC and wider campaign.