Holden unveils unique digital driving experience to promote the Holden Cruze model via FCB NZ

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

The innovative Cruze 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 was tasked with demonstrating the unique in-car technology in Holden’s new Cruze model, which offers an environment where what you say goes.

Says Regan Grafton, ECD at FCB: “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.”

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

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’s CEO, Brian van den Hurk, is proud of FCB’s relentless innovation and expertise in leveraging technology.

Says van den Hurk: “It’s great to be working with Holden and Google to achieve solution-neutrality and interlink product innovation and communications.”

The innovative campaign follows on from FCB being ranked the fifth most effective agency in the world by Effie Worldwide and demonstrates its continual evolution as an agency built for success in the digital age.