Holden sparks social media campaign for the all-new Barina Spark via Visual Jazz, Melbourne

Holden has unveiled a digital and social media campaign to launch the all-new Barina Spark, aligning the car with stylish and fashionable ambassadors to target young female drivers.

Developed by Melbourne digital creative agency Visual Jazz, the Barina Spark campaign is based around a website where visitors can design their own car, personalise it with decals and photos as well as share it on their Facebook wall. All to go in the running to win a brand new Barina Spark.

The Barina Spark ambassadors include media personalities Yumi Stynes, Charlotte Dawson and Emma Freedman, netballer Sharelle McMahon, stylists Claudia Navone and Pip Edwards and designer Terry Biviano. Each has designed a unique Barina Spark to provide inspiration for competition entrants, with video interviews posted on the website to take visitors through the design process.

Holden Marking Director Philip Brook said social media was a natural avenue for the launch of Barina Spark: “Barina Spark drivers will be stylish and fashion-savvy and we love the idea of giving women the opportunity to express themselves through their most noticeable fashion accessory – their car. The competition integrates and utilises Facebook which provides the perfect mechanism to share each unique design and spread the word about the new Barina Spark.”

Visual Jazz ECD Gavin Heron added how important it is for brands using social media to be aware of consumer fatigue in the space: “With such a rise in socially-driven campaigns it’s vitally important a concept cuts through the news feed clutter. In this case offering creative tools and allowing our audience to easily express their own styles and personalities is the perfect Barina Spark conversation starter”.

The competition winner will be decided by voting on the site as well as a panel of judges to decide the final winner. The competition closes February 2011.