Flume scores lucrative advertising deal

Holden has tapped on Sydney electronic-pop producer Flume for its latest ad campaign.

Unveiled overnight in Melbourne, Holden is launching five new cars to the market over five months. It sees a rebrand of its logo and a redesign of its website to be more lifestyle orientated. 62% of visitors to the website are first timers.

The idea of using Flume was to appeal to this new generation of car buyers, said Natalie Davey, GM of Marketing, Communications & Digital.

“Flume is a young Australian that has taken the world by storm with his unique and breakthrough music,” Davey said.

“Already a four-time ARIA winner, he represents Today’s Australia. Flume’s music is the perfect soundtrack as we redefine the Holden brand.”

The globally-recognised producer has created a new track, Trust, featuring The Preatures’ Isabella Manfredi, to support the campaign.

As reported in TMN, Holden began a move into the younger demographic by signing on as a major partner for the Pandora Warehouse event in Sydney next month.

Holden has been working on the campaign for 12 months, as it prepares to exit manufacturing its cars in Australia from 2017. It did extensive audience research on what Australians think of the Holden brand.

The five new vehicles include the updated Colorado ute (via a social media campaign, car owners can swap their cars for a new one of these), the Trailblazer wagon, the small Astra, an updated Barina city car and a new version of the Trax mini-SUV.

Holden admits that by not listening to customers or refreshing its image, sales of its flagship Commodore fell from 100,000 a year to 40,000.