Toronto, ON – March 4, 2013 – Car buyers and sellers can avoid going to extreme lengths to get deals done with a simple visit to AutoTrader.ca, according to a new national marketing campaign that launches today.
Continuing the pace it set with its 2012 CASSIES Grand Prix winning “The Most Cars in One Place” campaign, the new effort bolsters the brand’s leadership position in Canadian online vehicle inventory, says Ian MacDonald, AutoTrader.ca director of marketing. While the 2012 campaign was focused on increasing awareness and driving traffic to AutoTrader.ca, the 2013 campaign highlights the site’s multitude of buying and selling tools.
“We are now evolving our advertising to promote the fact that in addition to having the largest inventory of new and used vehicles, AutoTrader.ca also offers free listings, price valuations, over 20,000 unbiased car reviews written by owners, and best-in-class mobile apps to help consumers confidently make an informed purchase or successful sale,” says MacDonald.
The integrated campaign developed by DDB Canada Toronto kicks off with two TV spots, “Bank Job” and “Parking Garage,” and digital advertising, which includes an interactive car chase game. Depicting extreme situations of people trying to buy and sell vehicles, the creative advertising communicates the advantages that AutoTrader.ca provides. The new creative and positioning launches today, with a scheduled rollout of radio, outdoor and social media marketing to begin later this spring. The campaign is rounded out by public relations efforts planned throughout the course of 2013.
“Most people aren’t car experts,” says Mike Davidson, Senior Vice President, DDB Canada. “So buying or selling a vehicle can be an intimidating and stressful process. AutoTrader.ca offers a suite of tools to facilitate the endeavour and help consumers shop for vehicles with more confidence. This new positioning provides a great creative opportunity to demonstrate the various tools and innovations with which AutoTrader.ca arms consumers.”
The new campaign is scheduled to be in market for the remainder of 2013 with Ocean Media Inc., responsible for media buying and planning.