We created the Colorado TOUGH DEBATE; a National Debate to find the Toughest Australian Sportperson ever.

We went about recruiting to join the debate. A potential list was seeded into popular sporting environments; including radio, television and blogs.The catalyst being the work we did with “Alpha Magazine” - the highest circulating mens magazine in the country - we created the “Colorado Tough Issue”. The Colorado featured on the front cover and throughout but most important it featured the hotly contested list of the Toughest Sportsperson in Australia. And boy did we leverage it.We asked the Alpha editor to spark on-air debates among top sports stars and commentators which led to significant free coverage in high profile television sporting segments, and conversations within social networking environments and blogs. All of these components propagated the debate whilst driving men to vote and get involved. And they did!

The debate stirred up a lot of discussion with 68,225 people voting.Off the back of the Tough Debate and a limited TV campaign, Holden achieved unprecedented share of 16%, smashing the 12% target.We beat our communication goals for both intention and awareness but our greatest success came from the brand imagery associations we helped create; the score for exciting quadrupled to 26%, Rugged and Tough increased from 4% to 22%! Nearly 6 in 10 recognisers (59%) had a better opinion of the Colorado after seeing the communications.

Colorado had arrived and was undoubtedly perceived as TOUGH.