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Holden blazes a trail with Australian Survivor

In 2017, Holden returned as a key partner of Australian Survivor, leveraging the power of television to drive awareness and sales for the Holden Trailblazer.

The challenge

Holden needed to drive awareness and sales for the 2017 launch of its Trailblazer model. To do this, the brand joined forces with Australian Survivor forging a multi-faceted partnership with the much-loved reality competition.

The execution

The 12-week partnership extended across multiple platforms including broadcast, online, social media and dealership events kicking off with ‘First Look’ billboards across Network 10’s slate of programming. In the lead up to the series launch, Holden ‘First Look’ billboards gave viewers a sneak-peek at the new season.

The partnership culminated with the Trailblazer featuring as a reward for the contestants. Holden shipped the vehicle to Samoa where the season was shot with the integration receiving coverage on Network 10’s Gogglebox and The Project.

Additionally 10 created a series of 30 second TVCs amplifying the key features of the vehicle and featuring former Australian Survivor runner-up, Lee Carseldine.

The sponsorship also included homepage takeovers and display media, as well as integration of the Trailblazer within Australian Survivor’s online content series Jury Villa – one of Network 10’s most successful online content series – achieving 554,000 views in 2017.

A consumer promotion gave Australian Survivor viewers the chance to win the Holden Trailblazer by collecting code words featured in episodes and entering via Network 10’s catchup service, 10 Play.

The results

Following the campaign, Holden saw record sales of the Trailblazer and a significant increase in brand engagement overall including a 636% increase in website traffic and 411% increase in website engagement.

Post campaign research conducted by 10 found the campaign to be highly successful with 38% of viewers and 44% of Australian Survivor enthusiasts correctly identifying Holden as the car brand sponsoring Australian Survivor.

When asked what brands they would consider when looking to purchase or recommend a midsize SUV, 35% of Australian Survivor enthusiasts selected a Holden Trailblazer.

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