In August, Holden kicked off its 60th anniversary celebrations with a nostalgic campaign via Ogilvy that gave a nod to relationship the New Zealand public has had with the brand since 1954.
This initial TVC was followed in September with the roll out of the next stage of the campaign, which was centred on the 60yearsloyal.co.nz microsite, an online hub that shares the stories of Holden fans and owners.
In an effort to encourage Holden fans to engage with the site and share their stories, Holden has created an online competition that gives entrants a chance to win a restored 1969 Monaro.
But rather than simply give away the car, Holden has used it as a content opportunity by documenting the restoration process through a video series fronted by Greg Murphy.
When StopPress first covered this story, Holden had only uploaded the first video in the series, but since then an additional five have been uploaded, the most recent of which was published on 2 October.
Each of the videos were conceptualised by Ogilvy, shot by production company Wanted (with director Blu Steven) and then edited by the Ogilvy 360 team.
The video series has thus far attracted a decent online audience, with the second video tallying the most views at over 11,8000. This is followed by the first video with over 7,400, the third with 3,352 views, the fourth with 2,656 views and the fifth with around 800 views at the time of writing (update: the sixth video was added shortly after this article was published) .
Given that that the 'call to entry' video has also attracted about 100,000 views, Holden's general marketing manager Marnie Samphier says that she is happy with the level of engagement the campaign has generated.
"Interestingly, the profile of the viewers are a mix of young males 18-25 and baby boomers, who clearly have fond memories of great times in a Monaro," says Samphier. "Much of the promotional activity has been driven through Facebook, and we’ve been getting up to 1000 likes, 100 comments and 250 shares on various posts. And we’ve had over 900 entries to the competition to date – and there are still three more weeks to [go]."
And Samphier says the project has generated media interest—particularly from the regional press—which has resulted in the publication of "upwards of 20 media stories" to date.
By producing this short video series, Holden has essentially adopted an ad-hoc publishing role, and Samphier says that she is impressed by the results that this content-led approach has achieved.
"It’s certainly achieved our objective of reconnecting New Zealanders with Holden’s rich history," she says. "The campaign has reinforced the power of connecting with consumers through interesting content, as opposed to shouting at them through more traditional advertising mediums. Not to say that those traditional medium aren’t still important – they certainly still have a role to fill in the marketing mix, but it’s a matter of using each for their relative merits."
And Samphier says that Holden's content publishing efforts won't conclude when the final video is released in two weeks.
"Based on the success of this project, a content-generation strategy will certainly form a core part of our 2015 marketing plan," she says.