Case History Database

Despite launching during a recession, in the cluttered small car segment, and with a product design which immediately eliminated 55% of the market, the Holden Cruze launch was the most successful new car launch in Holden‟s history. The Cruze campaign used Holden‟s credentials as a maker of large cars to rewrite the rules of the small car market. The campaign resulted in dramatic results which smashed all expectations within a short period. 146% over expectations in sales, 472% in demand and 580% in purchase intent.

	Director of Marketing		Philip Brook		GM Holden
	Marketing Manager / Small & Medium Cars		Joanne Stoggiannis		GM Holden
	Product Manager / Small & Medium Cars		Fulvio Antonelli		GM Holden
	Assistant		Mairi McPhee		GM Holden
	Marketing		Katrina Iannelli		GM Holden
	Author / Senior Strategic Planner		Kate Leuchars		AJF Partnership
	Founding Partner and Creative Director		Adam Francis		AJF Partnership
	Creative		Joshua Stephens		AJF Partnership
	Group Account Director		Jayne Brady		AJF Partnership
	Account Director		Katy Le Gall		AJF Partnership
	Senior Copywriter		Michael Skarbek		AJF Partnership
	Copywriter		Michael Gagliardi		AJF Partnership
	Senior Art Director		Tim Gill		AJF Partnership
	Senior Copywriter		John Bryant		AJF Partnership
	Client Business Manager		Simon Pickering		Starcom