Autotrader launches new brand platform ‘feel like a car person’ featuring a new ad from Saatchi & Saatchi In a nationwide media and public relations campaign, Autotrader is focused on building awareness around the brand and creating positive perception based on the strong consumer insights we have identified through market research. Autotrader Head of Marketing, Dan Pugh, explains: “We know not everyone is a ‘car person’. And for those who aren’t car people, the only time they wish they knew more about cars is when they’re buying or selling one. Autotrader gives buyers the tools and knowledge to become car confident. We are an automotive marketplace where everyone wins”. The campaign is centred around creative produced by Saatchi & Saatchi Australia and shot by Tim Green from Good Oil, and delivers on the belief that with the right kind of help, anyone can become a car person -- even an out-of-his-depth woodsman that has lived an isolated life in the wilderness. Saatchi & Saatchi GM Toby Aldred is confident this creative
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will stand out in the market as “there is a lovely mix of the dry everyday humour Aussies love with a splash of the absurd, but undeniably, the roguish charm of the woodsman, our tech savvy bear and straight faced saleswoman makes for a super unlikely and enjoyable combination”. To maximise awareness, the creative concept was scheduled across a range of media channels, by taking a video-first approach across TV, Catch-up TV (ie Kayo, 7Plus & Foxtel Now), digital video including YouTube and social channels including Facebook. This will be further enhanced through outdoor media across transit locations and on bus exteriors in the Sydney market and extending later in the year across a radio campaign with Nova & Smoothfm. Autotrader’s ‘Feel Like A Car Person’ campaign launched in July and we took advantage of increased viewing surrounding the Olympics, with almost 100 dedicated spots across Olympic events in Sydney, Melbourne and Brisbane. Add the exposure secured in the Masterchef finale, plus Bachelor and Survivor premieres, our Autotrader brand message has
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