revs up new campaign

The auto buying and selling site is changing its message to promote the convenience of its services as opposed to the size of its inventory.
autortrader has launched its 2013 campaign, which aims to promote the convenience of its suite of tools for buying and selling cars.

With media by Mediative and California-based Ocean Media, and creative by DDB Canada, the campaign targets adults, aged 25 to 54. It relies heavily on national TV spots, airing on conventional and specialty channels including CBC, CTV and TSN.

In one TV spot, a man and his son surprise an unsuspecting car owner in a parking garage and ask questions about his vehicle. The car owner recommends that they use to find reviews for similar vehicles.

The TV buy is supported by mastheads and a homepage takeover on YouTube, as well as an interactive Facebook car chase game. It will also be accompanied by localized radio spots, OOH ads, further social media promotion, and mobile ads that will roll out later in the spring.

Ian MacDonald, director of marketing,, tells MiC that the campaign is designed to build on AutoTrader’s 2012 initiative, which focused on raising awareness about the size of its inventory.

He adds that the media strategy is more diverse than prior campaigns, offering the site an opportunity to reach consumers more broadly, while also targeting them more specifically using behavioural marketing.

The campaign will run for the remainder of 2013.