With the tagline “Times are a bit tough. But Australians and Holden are tougher,” iconic Australian brand Holden is trying to leverage Australian pride in its latest campaign to demonstrate empathy and drive affinity with consumers.
This Australia Day ad focuses on how the automaker boosts the economy by exporting its vehicles and employing Australians, and unusually features the prime minister. The campaign acts as a rallying cry for Australians to face the economic crisis with a united front, which sits against the country’s pioneer history and love for the “Aussie Battler” spirit.
Compared with Hyundai’s American campaign, this one will likely pull at heartstrings rather than increase traffic at dealerships. The danger in Holden’s strategy is that without a sizable tangible demonstration of the company’s support for Australians, the campaign feels like a shallow play to capitalize on the economic climate. It also risks consumer backlash should Holden be forced to cut jobs further, particularly given its role as an icon of Australian identity.
I agree.