Today Holden has launched the next step in the brand’s evolution: Holden.com 2.0.
For many Holden customers, a visit to the website will be their first interaction with the brand. In fact, research shows more than half of Holden.com visitors are visiting the website for the first time.
That’s why each element of Holden.com 2.0 seamlessly works together to show existing and potential customers just what is possible with Holden. With a renewed focus on imagery, the new website puts the customer at the centre of the experience, taking them on a journey to discover how our products meet their needs and integrate with their lives.
At a functional level Holden.com 2.0 features a sleek design and intuitive navigation. Changes to positioning finance and retail offers and how customers access information about buying and owning a vehicle provide a more sophisticated experience. The introduction of responsive design means visitors will now have a consistent experience whether they are using a computer, mobile device or tablet.
Holden’s General Manager – Marketing, Brand and Media Strategy, Emma Pinwill, said the new website reflected where Holden is going as a brand.
“As we continue to implement our brand strategy and show Australia what we stand for as a brand and our values, it’s more important than ever that we demonstrate who we are at the very first touchpoint for our customers – our homepage.”
“Our approach has been 100 per cent driven by our customers – their buying behaviours and preferences, and feedback has been overwhelmingly positive. Our customers have said ‘this is not what I think of when I think of Holden’ and, ‘I didn’t expect this from Holden’, confirming we’re on the right track as we challenge perceptions of our brand and do things differently.
“The design and interactivity of the new website site also reflects Holden’s ongoing focus on technology, connectivity, our digital platforms and connecting with our customers. With phone projection technology standard in a number of Holden models including the Spark, Insignia and soon to be launch Holden Colorado, smart phone connectivity is now part of everyday life. Our customers expect their vehicles and on-line experiences to integrate seamlessly – Holden is committed to providing that.
“With Apple CarPlay and Android Auto proving such a popular feature in many of our models, it’s important that our on-line touchpoints are just as advanced and easy to use,” said Ms Pinwill.
“Our customers are immersed in the on-line and digital world so that’s where Holden is, too. We are focused on delivering authentic and engaging content across all our digital channels, from the website, to Twitter, Facebook and Instagram. In fact, our 2015 ‘Let Life In’ Cascada Instagram campaign exceeded all Nielsen online ad benchmarks, driving significant lifts in all key brand metrics. It proved to be one of the most successful automotive brand campaigns run on Instagram globally.”
