Meet the Holden Spark Tribe
Written by Juliet Potter: 06-April-2016
Holden has created a dream team of inspirational women coined the Spark Tribe in order to introduce their latest female-friendly car The Spark.
Included in the marketing is a 12-piece video series hosted by Carissa Walford asking each member of the tribe to explain they own moment (aka 'spark' catalyst) of inspiration that found them following the road to success.
Holden’s Executive Director of Marketing, Geraldine Davys said the new Spark Tribe represents the ambition and adventurous nature of Spark’s target customers and is another indication Holden is changing the way it interacts with Australians.
“After learning that 87% of women felt misunderstood by the automotive industry, we’ve really focused on making sure we can address that issue,” said Ms. Davys.
“The Spark Tribe is made up of a number of inspiring young role models that we have challenged to share their success stories and how they set new benchmarks in their respective markets – just like Spark has in the micro-car market.
“The Spark Tribe is one of a number of initiatives we have to support the launch of all-new Spark, including pop-up brand experience centres and a partnership with Gelato Messina.’
Meet the SPARK TRIBE
Stephanie Stamatis – Local Gatherings and Stephanie Somebody
Stephanie's wealth of knowledge brings an authority of aesthetic to the Spark Tribe. With her expert eye for attractive design, Stephanie has created her own standalone business, Stephanie Somebody, directing photography, styling, interiors and events.
Not content with impressing the design industry, Stephanie shares her work and ideas through her popular Instagram account, keeping everybody in the loop and even featuring in Instagram’s ‘Suggested Users’ in the process.
In addition to creating Stephanie Somebody, Stephanie has also paired up with Sarah Cooper to develop events organization, Local Gatherings, whose vision is, "to bring together our passion for family and food and the act of sharing, which we consider the most essential of all human connections".
Melanie Perkins – Canva
Since its crowd-funded creation in mid-2013, Canva has become one of Australia’s most successful and well-respected design companies. After creating a system to make attractively designed yearbooks, Melanie recognised a gap in the market for those who found existing design programs difficult to use, and subsequently founded Canva.
Melanie has garnered international respect and praise as a powerhouse businesswoman, even gaining backing for Canva from A-list global celebrities including Owen Wilson and Woody Harrelson. All things consider, Melanie was an obvious choice for Spark Tribe inclusion.
Jess Hatzis, Bree Johnson & Erika Geraerts – Willow & Blake and Frank Body
Even the most disinterested Instagram user will have encountered a post from someone they know marked by the hashtags #LetsBeFrank and #TheFrankEffect.
Frank Body revolutionised social media marketing in Australia with its wildly successful coffee-based body scrubs. Behind the popular Frank Body brand sits Jess Hatzis, Bree Johnson and Erika Geraerts, three experts in branding and marketing with an
appreciation of what Australians are interested in. Their promotion of Frank Body comes out their other successful business, copywriters, Willow & Blake.
Three women + two successful businesses = immediate Spark Tribe status.
Bianca Cheah - Sporteluxe
Bianca Cheah is a master of many trades, juggling being a successful businesswoman, entrepreneur, model and brand ambassador. Her ever-expanding empire of interests entered the next level in 2013 when she established Sporteluxe with the aim of whipping Australia into shape. Since its conception, Sporteluxe has grown into the definitive destination for all things luxe health, luxe fitness and luxe living. Bianca’s ambition and obvious talents in multiple areas cement her spot as part of the Spark Tribe.
Supporting the Spark Tribe, Holden Spark pop-ups will tour Australia from the end of April and offer customers a relaxed brand and product browsing experience in convenient shopping centre locations.