We matched in-programme use of Holden personalities with advertising creative – each Holden personality that appeared on the programme also appeared in the ad breaks, endorsing Holden vehicles. For example, the celebrities included Australia’s two most famous motor racing drivers – Peter Brock and Mark Skaife. We ran specific TVC’s with them as talent. Holden’s female spokesperson, Deb Hutton, was also both in-programme and advertising. This gave Holden a seamless blend throughout both programme and ad break.

We leveraged this sponsorship for six different Holden carlines and six very different targets as well as for Holden overall. We stretched the value of the sponsorship with in-programme that was worth more than eight times the applicable television ratecard cost and we did this with 100% category exclusivity.