All GO for VE and Holden
Get ready for a VE-led promotional assault from Holden'GO' is the new keyword at Holden it seems. In the company's own words , 'GO' is a new 'glue' which will stick its brand and product communication strategy together for the launch of VE and beyond.
If you can imagine advertising types playing with their UHU sticks as they come up with these pearls, you wouldn't be alone. Yet Holden is serious and claim that the theme is simple and easy to understand.
"The objective is to quickly build a high level of customer recall through consistent application across all our carlines," says Alan Batey, Executive Director – Sales, Marketing and Aftersales.
So get ready for these punchlines:
- Barina – go go go
- Viva – go for more
- Astra – go your way
- Astra Diesel – go further
- Commodore – go like never before
- Calais – go to the next level
- Statesman – go in luxury
- Caprice – go first class
- Captiva – go to new heights
- Cleric – go in peace
Sorry, the last one is ours. We couldn't resist it -- but the rest are for real! And if that is still not enough, how about these:
- Accessories – Go individual
- V8 Supercars – Go Team Red or Go Skaifey
Again, these are Holden's words, not ours.
Such cutting-edge advertising will be backed by Big Red (see separate story
) and a first for a local manufacturer -- a network-wide primetime television documentary.To be screened on Channel 9 and affiliates around the country on August 26, the program is called 'Holden's Billion Dollar Baby'.
Under production almost as long as the car itself, the doco promises to cover the background planning and concepts, engineering test trips, crash tests and all the phases of the VE's gestation up to and including the protracted media launch.
On the retail front, August 16 will see what Holden has described as "a huge sales celebration". It's creatively dubbed the Commodore Expo and will be conducted dealer network wide.
One way or another Australians won't escape at least one element of VE promotion.
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