Cannes Lions

HEART RACING

OGILVY NEW ZEALAND, Auckland / HOLDEN NEW ZEALAND / 2014

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Overview

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Credits

Overview

Execution

We knew the sporty new Holden Barina RS would quicken the pulses of our younger market so we crafted our entire promotional campaign around that insight.

Introducing the Barina RS Heartracing challenge. The rules were simple. Keep your heart rate lower than anyone else during a hot lap with Supercar driver Greg Murphy and you get to keep the car.

The campaign launched on TV, radio and digital and the concept immediately grabbed the attention of our audience, and the media, which fueled social engagement.

Outcome

In a small market with a target audience of only 700,000 people we reached 85% of them - leading to over 99,290 visits to the campaign website, 111,716 video views and over 36,000 votes.

Visits to holden.co.nz Barina pages during the campaign increased by 356% compared to the previous period and more visits during the campaign than there had been for the entire year previous.

Better yet, demand for Barina RS outstripped Dealer supply within the first month.

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