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FCB and Holden have partnered together to create a unique digital driving experience for the launch of the Holden Cruze.

The campaign is viewable on Google’s prestigious Rich Media Gallery, which features some of the world’s most impressive digital media executions.

FCB’s digital team sought to demonstrate the “unique” in-car technology in the new Cruze model, which offers an environment where what you say goes.

“To generate awareness and increase consideration around the new model, we focused on the voice activation capability as a demonstration of how the in-car technology puts the driver in complete control,” said FCB ECD Regan Grafton.

To create a truly interactive experience, FCB brought the Cruze technology to life by leveraging several Google products: Street View, Voice Activation and Chrome.

And to demonstrate the Cruze’s key selling point, FCB developed a voice-activated control banner that was fully responsive across multiple devices, including desktop, tablet and mobile.

A realistic driving experience was engineered with a hyperlapsed Google Street View journey, showcasing popular New Zealand road trips that were complemented with various music options.

The advanced fusion of software provides consumers with a tangible understanding of what it would actually be like to drive the Cruze, creating an emotional connection and effectively, eliciting conversion and consideration.

FCB ceo Brian van den Hurk says he’s proud of FCB’s “relentless innovation and expertise in leveraging technology”.

“It’s great to be working with Holden and Google to achieve solution-neutrality and interlink product innovation and communications,” he said.


CREDITS

Client: Holden
Title: Holden Cruze Monday-itis
GM of Marketing: Marnie Samphier
Brand Communications Manager: Cherie Berryman
Agency: FCB
Regional Executive Creative Director: James Mok
Executive Creative Director: Regan Grafton
Creative: Bobbie McKay
Creative: Russell Chambers
Creative Services Director: Jenni Doubleday
Head of Content: Pip Mayne
Producer: Amanda Langkilde
Group Account Director : Toby Sellers
Account Director: Michelle Koome
Account Manager: Rebecca Kearsley
Production
Production Company: 8COM
Director: Matt Palmer
Producer: Kim Kirby
Editor: Dan Kircher
DoP: John Toon

Post

Post Production: Toybox
Colourist: Andrew Brown
Online Editor: Mike Robinson

Sound

Studio: Liquid
Sound Engineer: Craig Matuschka
Composer: Peter Van Der Fluit
Music Producer: Sarah Yetton


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