Holden Spark Pop-up Shop
2016 | Melbourne, Brisbane, Perth, Sydney & Adelaide
in collab with MKTG
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 they felt comfortable in — a place where they shop. Instead of car salesmen, we provided Spark Geniuses who knew all about the car and were just there to answer questions, not to 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' 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, and a big PR launch with Romano Beck saw a massive following.
The campaign was extended an additional 6 weeks longer than planned to cover Brisbane, Perth and Adelaide. It resulted in 3,950 genuine car engagements (almost 1 demonstration every 10 mins). Melbourne and Sydney raised a combined total of $27,494 for the charities, and 101 genuine sales leads were generated directly from the pop-up.
Services provided: concept development, design, install and event management