Holden has launched a new campaign via FCB to promote its latest Cruze vehicle, and the spot places most of the emphasis on the always-obedient in-car technology of the new model.
The 30-second TVC features a family man who tries to use voice-command in his home, suffering a series of disappointments as he attempts to order his kids, his dog and a newspaper to do things. It’s only when he steps into his Holden Cruz when what he says goes.
“To generate awareness and increase consideration around the new model, we have focused on the voice activation capability as a demonstration of how the in-car technology puts the driver in complete control,” says FCB executive creative director Regan Grafton says.
According to Holden’s website, the Cruze includes Bluetooth audio streaming, text to speech functionality, enhanced voice control and a USB input with iPod connectivity.
A Holden release says the execution of the campaign was built on insight that New Zealanders need to know the tangible benefits that come with the Holden Cruze to encourage people to not only consider the vehicle, but envisage it an integral part of their lives.
“We wanted to create a TVC that is distinctive, memorable, and likeable, aligning the Cruze with smart, stylish and modern contemporary lifestyle that New Zealanders can relate to, as well as setting the model apart from competitors,” says Grafton. “In our research, we found that the Holden Cruze is viewed as reliable, trustworthy, and good-value. We wanted to make sure this campaign didn’t distract from these advantages, but would instead inspire people to view the car as the perfect accessory for modern life.”
In addition to the TVC, FCB has developed a digital strategy to support other activity.
“We’re hoping this campaign helps to cement the Holden Cruze in the minds of consumers as the leader in performance, design, and technology, ultimately opening up the path to consideration.”