Most people aren’t car experts. So when it comes to buying and selling vehicles, they can feel like a fish out of water. We had to demonstrate to Canadian consumers that autoTRADER.ca gives everyone access to the tools and information they need to feel confident when it comes to cars.
Research showed that most Canadians feel overwhelmed by the car-buying and selling process. AutoTRADER.ca addresses this pain-point by empowering users with a simple online interface, consumer tools and services. In short, with autoTRADER.ca “Anyone can buy and sell like a pro.” This insight was used to help guide the new creative work and to streamline the organization’s communications approach, as a whole.
Mainly targeting men in their early 20’s to late 40’s, the campaign includes ten television spots (English and French) that are airing nationally across a variety of major television and specialty networks in Canada and on digital media platforms, including as a pre-roll on YouTube and on a selection of Canada’s top websites. While the campaign only launched in February 2015, so far, traffic results year-over-year have been incredibly strong.
We were drawn to the CO-OP team because we saw them challenging the status quo, disrupting the traditional advertising agency business model and focusing solely on the core of the matter – the ideas and the work.
DIRECTOR OF MARKETING