Bauer Media’s insight-led brand entertainment and storytelling division Story54 has launched a digitally-led campaign for the new Holden Equinox.
The four-part video series, developed in conjunction with Woman’s Day, Holden’s media agency, Carat and media partnership specialist Lacuna Agency, will be broadcast across Now to Love, Bauer’s digital brand network of Australia’s most loved women’s magazine brands.
Ground-breaking comedian and Instagram sensation Celeste Barber co-creates and stars, delivering her thumb-stopping brand of satire across the content series.
With women forming the auto category’s most influential decision makers, Holden engaged Bauer and Story54 to develop a campaign that resonated with its diverse female audiences, based on the insight that Holden Equinox drivers have ‘nothing to prove’.
Bauer Media’s General Manager, Story54, Jane Waterhouse, said, “Story54 allows clients to work with an experienced team of channel agnostic strategists, creatives and producers, dedicated to delivering stand-out campaigns by women that influence and engage with women.
“Women as consumers are recalibrating what’s appropriate in advertising communications. They are responding to brands that are abandoning stereotypical and predictable communications and want to be spoken to in a more authentic language that shows the truth in their lives. We couldn’t think of a better creative partnership for the Holden Equinox than one with Celeste Barber. Quite simply her work says it all. She has nothing to prove.”
Comedian Celeste Barber, who has more than 3.2 million Instagram followers including Cara Delevigne, Chrissy Teigen and Gwyneth Paltrow, said: “I’ve built a career on the idea of having ‘nothing to prove’ so this campaign was a perfect fit.”
Holden’s Senior Marketing Manager for Media, Brand & Partnerships, Nancy Del Monaco, said: “Bauer’s Story54 delivered both the insights and the solution to help us celebrate the thousands of women who have nothing to prove by driving the new Equinox. Celeste was a perfect fit for the campaign. The campaign’s tagline ‘nothing to prove, prove it’ aligned seamlessly with Celeste’s parody prowess and her ability to reflect the real lives of Australian women and the moments where they can be unapologetically themselves.”
The campaign is part of a multi-layered communication plan, which began with a brand campaign by creative agency, The Monkeys. Holden’s approach was to reach women in a different mindset on different platforms with the ‘Nothing to Prove’ messaging.
In its first 24 hours, the campaign has already clocked up an impressive 760,000+ views, and more than 6500 comments via Celeste’s social channels.