title. HOLDEN Spark Pop-up shop
city. Melbourne, Brisbane, Perth, Sydney, Adelaide
activation. 75% of our target audience (19-29 year old females) felt uncomfortable going into a car dealership so we brought the dealership to them in an environment which they felt comfortable in - a place where they shop. Instead of car salesmen, we provided Spark Genius' who know all about the car and were there just to answer questions, not pressure or sell to them.
The ATL campaign was 'Spark Change' so we encouraged our audience to spark change in their lives as well as for others. We struck a partnership with Gelato Messina to go on tour with us and create a 'Spark' flavoured Messina flavour. These tasty flavours were free for everyone, Holden just asked that people donated any loose change to one of 3 charities to change the lives of others.
Carissa Walford was our tribe influencer and came down and filmed some social content for us.
response. The campaign was extended an additional 6 x weeks longer than planned to cover Brisbane, Perth and Adelaide. A big PR launch with Romano Beck saw a massive following.
3,950 genuine car engagements (almost 1 demonstration every 10 mins)
Melbourne and Sydney raised a combined total of $27,494 for the charities
101 genuine sales leads generated directly from the pop-up