Holden Trax launches new campaign via AJF Partnership, shot entirely on mobile phones
Everyone loves their smartphones. And while it’s never a good idea to use them on the road, people need them with them everywhere they go, right?
That’s why Holden has teamed up with creative partners AJF Partnership to have some fun exploring the seamless integration between the new Holden Trax and our biggest can’t-be-without-it obsessions.
The result is an entire campaign called ‘Mobile Made’ shot on a mobile phone. Everything you see in the entire campaign was captured exclusively on mobile phones – billboards, out-of-home, outdoor, digital and social.
It’s estimated around 77% of Australians own at least one smartphone and check them over 150 times a day. And not all of that can be cat videos, right? Holden’s general manager – marketing communications, Natalie Davey, said the campaign was a pretty radical change for Holden and the automotive industry.
Says Davey: “Let’s face it, your phone has become an essential part of who you are. And given most Australians are especially obsessed with their mobiles, we wanted to have some fun with this and creating the entire campaign using the camera, sound and video features built in.
“We’d never recommend using a mobile in the car, but working with AJF and CARstodian ambassador, Jane Lu, we were able to explore how Australians use their car and their phone together, whilst staying safe on the road.
“In the spirit of Mobile Made, the campaign is due to go live on social and digital first and we’re confident the campaign, and Trax, will both go well with Australians.”
AJF creative partner and founding director, Adam Francis, said shooting exclusively with mobile phones was tough, but exhilarating at the same time – and it reflects the new spirit of forward- thinking at Holden.
Says Francis: “We wanted to step away from the traditional ‘car ad’ and demonstrate the new thinking and new direction Holden is undertaking.
“With almost every member of the crew shooting with their own mobile phone under the guidance of Director, Luke Bouchier, we were able to create a huge amount of content and bring it to life in a genuinely innovative way.”
The Trax Mobile Made campaign is not the first time Holden and AJF Partnership have pushed the boundaries of automotive advertising.
Says Davey: “In 2016 we teamed up to challenge drivers to switch their vehicle for a Colorado at the ‘Holden Colorado Truck Swap’ and before that we challenged the male focussed advertising in the automotive industry, explicitly communicating with female customers to launch the new Holden Spark.
“We’re slowly shifting away from traditional car advertising – and I can tell you there are a few surprises to come.”
The Trax Mobile Made campaign is live across multiple channels with the new Trax available in Holden dealerships nationwide now.
16 Comments
Nice iPhone ad
I have never wanted to punch a generation in the head more than this one.
Apple want their ad back
not the first time an advertisement has been shot on an iphone7.
Won’t sell more cars either, maybe phones though.
Couldn’t agree more with you ‘Gen X’
So wrong on so many levels. Just because it’s ‘doable’ does not mean it should be done. Where can I ask does this leave the future of … talented directors / DOP’s / Photographers? These people are working in the industry for very good reasons. I’m a great advocate of the power of re-invention & staying relevant but this is just shit really.
Shame on Holden for their support.
…what it is the ad is trying to sell me? Certainly doesn’t feel like it’s selling me a Holden Trax.
https://media.giphy.com/media/l41lFSzc9uzAxJyLK/giphy.gif
Facile and vacuous, just like the generation it depicts. So, perfect, really.
The giveaway in this PR piece is the comment about HOW MUCH CONTENT they were able to create. The question is…is any of this pile of CONTENT any good? Will the audience want to watch it and even vaguely be interested? I think we all know the answer….
Apple want their ad back
Bruh, this is woeful. You had an iPhone strapped to a tracking rig??? How much did you spend making your mobile masterpiece?
AJF normally does well not to PR their lame shite, who pressed send on this email?
To all members of this selfie taking duck face narcissistic waste of safe space residing copy pasting ‘I call it originating’ generation, I hope there’s a war and you all get conscripted so you can spend two minutes off your smart phone, drink a cup of concrete and harden the fuck up.
That aside, this ad doesn’t work because who out of this generation can afford to buy a new car when they’re too busy buying avocado on toast?
Daddy will be paying for said car and Daddy won’t like this ad at all. Especially when every second car has some duck faced waste of oxygen taking a selfie at every traffic light.
^^^^ are you alright mate?
the stills in the article look fake as hell and poorly retouched.
but i get what the marketers were trying to do. Make the car feel accessible to millennials. I think the spot kind of works. But would work better if they didn’t say that the purpose of the ad was about the vehicle being made for mobile phones. Thats just weird, dumb and an irrational leap to start off with.
It’s lame, but will probably be seen as success come sales results.
Oh deary me.
MORE LIKE HOLD-ON TO MY BEER WHILST I MAKE SOME SHIT ADS
WOOOOOOOOOOO