Heath Walker
marketing director
cadillac AUSTRALIA
GM's Heath Walker on breaking into Australia's most loyal car market, why storytelling needs three ingredients, and how DMARGE helped Cadillac find its audience.
Australia is one of the most saturated, most brand-loyal car markets in the world. So how do you convince buyers to take a chance on something new, and American?
For Heath Walker, Managing Director of Cadillac Australia, it comes down to knowing exactly who you're building for. "General Motors has selected products specific for the Australian market. Whether it is the Chevrolet Silverado, Corvette or GMC Yukon under the General Motors Specialty Vehicles portfolio for experience chasers, or the Cadillac electric luxury SUV range for those looking to celebrate their success, the portfolio has been built for the customer's needs."
GM is a storytelling brand globally, but global doesn't always translate locally. So how does Walker make sure the content feels uniquely Australian rather than remixed US material?
"I probably oversimplify this, but believe stories need three core ingredients: entertainment, emotion and relevance," he says. "To appeal to the Australian audience, they need to see what the human benefit is for them, and in a truly Australian scenario. Therefore, we shoot content locally whilst utilising the strength of the global brand in tone and positioning."
“Stories need three core ingredients: entertainment, emotion and relevance. To appeal to the Australian audience, they need to see what the human benefit is for them, and in a truly Australian scenario.”
It's a deceptively simple framework, but it speaks to a broader truth about how international brands need to operate in this market. Australian buyers can spot imported marketing from a mile away. The product might be American, but the story has to feel local.
When it comes to working with publishers like DMARGE, Walker sees authenticity as the non-negotiable. "Authenticity is what makes any partnership credible. Being transparent about the partnership, whilst also being real with the content. DMARGE knows their audience best and being true to that is so important. Allowing the publisher to tell the story shows trust in the partnership and understanding of the audience."
“Allowing the publisher to tell the story shows trust in the partnership and understanding of the audience.”
And the results? Walker says the partnership delivered where it counts by going beyond the spec sheet. "Showcasing the vehicle in various environments and use cases rather than just specifications is what helped us tell our product stories with DMARGE. Using the automotive expertise of Mike for pure and truthful reviews, supported by lifestyle pieces with Luc and the team gave us the best of both worlds."
