The debut of this eagerly awaited performance saloon car – big on gruntand presence – challenged yet delighted auto fans through a creative treatment that showed every inch of the car’s true class and star quality.

Client brief
To plan and stage a novel and surprising launch for the 4th generation VE Commodore - a unique Holden vehicle that cost one billion dollars to develop and was over nine years in the making.

ABT brand experience
Rather than take the obvious route in promoting the VE as a ‘blokey’
vehicle, ABT’s ‘Paris Fashionshow’ stylish launch – with Parisienne
ambience and orchestral accompaniment - portrayed the car as a top
supermodel that positively glowed with chic European design influences. Journalists and key VIPs saw the car paraded on a black runway under a battery of flashing photographer flashes, letting the new VE bask in the spotlight.

Results
Holden’s ‘Billion Dollar Baby’ stunned media and public audiences,
securing extensive TV news and press coverage. Additionally, unprecedented numbers of visitors to the live launch website saw the servers temporarily overloaded.