“Australian Survivor was a perfect catalyst to drive awareness of the Holden Trailblazer by utilising partnership IP and talent in a contextually relevant environment. It also allowed us to connect with the audience via a dedicated CRM program which helped drive the partnership ROI and effectiveness.”
Nancy Del Monaco
Senior Marketing Manager – Media, Brand and Partnerships, GM Holden
In 2017, Holden returned as a key partner of Australian Survivor, leveraging the power of TV to drive awareness and sales for the Holden Trail blazer. The 12 week partnership extended across multiple platforms, including broadcast, online, social media and dealership events.
FIRST LOOK BILLBOARDS
In the lead up to the series launch, Holden received a number of ‘First Look’ billboards, where viewers were given a sneak-peek look at the new season, with thanks to Holden.
The highlight of the Holden partnership was when a brand new Trailblazer was shipped from Australia to Samoa to become the most exciting integrated reward of season 2. The integration was featured on Network Ten’s Gogglebox and The Project.
TAILORED COMMERCIAL CONTENT
Network Ten created a series of 30” TVCs for Holden, amplifying key features of the vehicle and featuring series 1 Australian Survivor runner-up, Lee Carseldine.
Sponsorship 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 Ten’s most successful online content series – achieving 554,000 views in 2017.
Australian Survivor viewers had the chance to win the Holden Trailblazer by collecting code words featured in episodes and entering via tenplay.
Following season 2 of Australian Survivor, Network Ten conducted a research study to determine the results of the sponsorship.
Holden was correctly identified as the car brand sponsoring Australian Survivor by 38% of viewers, and 44% of Australian Survivor enthusiasts, those who watched regularly or never missed an episode.
When asked what brands they consider when looking to purchase or recommend a mid-sized SUV, 35% of Australian Survivor enthusiasts selected a Holden Trailblazer.
The research results were supported by Holden’s record sales of the Trailblazer and the significant increase in brand engagement overall, including a 636% increase in website traffic and 411% increase in website engagement.