In June 2018, Holden launched their support campaign for the all new Holden Equinox SUV.
The approach required a partnership that enabled Holden to showcase the SUV built and designed to ‘surprise’ drivers with its functionality and performance.
Teaming up with Lacuna and MasterChef – back for its tenth season on Channel Ten – provided the perfect platform to create engaging bespoke content within a platform designed around ‘A Season Full of Surprises’.
Lacuna brought Holden’s partnership with MasterChef AU to life via a multi-platform campaign, spanning across TV, digital, social, events, OOH and PR.
With the Equinox as sponsor and hero carline featuring throughout the season, Holden ambassadors Adam D’Sylva, Co-owner and executive chef at Melbourne’s Coda and Tonka, fronted the campaign alongside 2015 MasterChef Australia contestant Sara Oteri. Managed and designed by Lacuna to resonate with the MasterChef audience, both featured in a TVC and Adam an integrated episode challenge.
In an all-time first for MasterChef, Lacuna worked closely with key stakeholders to create and bring together the MasterChef | Holden Pop-Up Experience. Captivating a much more engaged audience, the experiential activation took place across five states, including alignment with the Melbourne and Sydney Good Food and Wine Shows. Guests had the opportunity to taste recipes from the show and by ambassadors Adam and Sara via a branded food truck, as well as experience the new Holden Equinox SUV.
Along with in-show integration such as the Watch n Win initiative, tips and tricks and logo alignment and a strong presence across social and digital platforms, Lacuna ensured that messaging remained consistent and on brand throughout the partnership.
BENEFITS / VALUE DELIVERED
The MasterChef partnership provided Holden are qualified audience with 45% of all viewers intending to buy a car in the next 12 months. Post our campaign partnership, 57% of MasterChef enthusiasts said the partnership made them feel more positive about the Holden Equinox.
The campaign delivered significant media value with over $1M in additional media support from Network Ten across in program, digital, social, and OOH in conjunction with the MasterChef | Holden Pop Up experience. Bespoke Pop TVC produced at no charge for the MasterChef finale.
We also had nearly 20,000 entries to the promotion with over half opting in to find out more about the all new Holden Equinox.