Holden Polestar reached new audiences via radio advertising, driving website engagement, and reinforced its reputation as a leader in electric performance.
About the Client
Holden Polestar, part of the Holden Group based in Norfolk, is a trusted retailer specialising in premium electric vehicles. As an official Polestar franchise, the dealership combines cutting-edge design with a commitment to sustainability, offering customers an exceptional EV experience. Known for its premium experience and innovation in sustainable motoring, Holden Polestar in Norwich wanted to reach a new, tech-savvy audience to promote their latest electric models.
About the Campaign
Traditionally, Polestar has focused its marketing on digital channels, avoiding radio advertising. However, Holden Norwich saw an opportunity to connect with highly engaged local audiences through Bauer Media’s trusted network of radio stations and digital platforms.
The dealership partnered with Bauer to deliver targeted radio advertising via Bauer Media’s enhanced Digital Audio platform, audioXi.
The campaign featured audioXi’s innovative “Shake Me” functionality, which encouraged listeners on mobile and tablet devices to shake their phone during the advert. Instantly taking them to the Holden Polestar website. This direct, interactive approach generated an impressive 4.71% conversion rate among listeners in the Norwich area.
In addition, Holden utilised dynamic creative technology as pat of the radio advertising campaign to tailor their messaging throughout the day, serving a morning, afternoon, and evening variant of the advert. Each version was crafted to resonate with listeners at the most relevant moment. Reinforcing the message that Polestar fits seamlessly into modern, everyday life.
Morning Creative
Afternoon Creative
Evening Creative
Client Testimonial
“We’re thrilled with the results. The audioXi integration not only gave us access to local listeners but also allowed us to measure and see real engagement. The ‘Shake Me’ function was a game-changer. Turning awareness into action in real time.”
— Holden, Norwich
Success Measures
- 8% overall conversion rate from radio advertising around Norwich
- 4.71% direct conversion rate via the Shake Me interactive feature
- Increased website traffic and engagement during live campaign dates
- Strong consideration metrics across listeners of Bauer Media’s most popular radio brands
Summary
This campaign proved that radio advertising can be both innovative and measurable. By combining trusted local radio with advanced digital targeting, Holden Polestar reached new audiences, drove website engagement, and reinforced its reputation as a leader in electric performance.
Want to see how radio advertising can help your business drive awareness, leads, and conversions?
Contact Bauer Media today to discuss your next campaign.
Audio Creative Transcripts
Generic Creative:
What is this space?
The heating knows I’m on my way.
The lights shift to match my mood.
The windows, crystal clear.
Even this chair, it just knows me.
This space is mine.
It’s peace, it’s quiet, and it’s a little slice of…
Peter!
Hm?
Kids need a bath.
Reality.
We don’t mind what you call it.
But we call it the Polestar.
Holden Polestar.
At Norwich and Bury St Edmunds.
Search Holden Polestar now to see our full electric car range.
Smart. Sleek. Seamless.
Shake Me Creative:
We all love advanced tech at our fingertips.
The kind of tech that knows you’re listening to this ad for Holden Polestar through your mobile phone. Clever.
I can prove it.
If it’s safe to do so, shake your phone and see what happens.
That’s it.
Shake it.
You see, at Holden Polestar, we think so much bigger.
We sell the future.
And on your phone right now, you’ll see the future.
Because that’s our website.
Shake your phone and book a test drive from our brand new Polestar showroom at Holden Group Norwich.
Innovative, sustainable, and precision-engineered electric vehicles.
Smart. Sleek. Seamless.
Dynamic Creative, Example: Morning
Good morning.
Isn’t technology amazing?
We don’t just know the time of day, we also know you’re listening through your smart speaker.
It’s the kind of tech you’ll find at Holden’s brand new space dedicated to Polestar.
If you want to see it, or better still, you want to book a test drive, reach out to us today.
The full Polestar electric vehicle range, now available at Holden Group Norwich and Bury St Edmunds.
Or, we can bring your new driving experience to you.
Polestar, available at Holden Norwich and Bury St Edmunds.
Your new driving experience awaits.
Polestar. Smart. Sleek. Seamless.