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  • SUB CATEGORY :
    CO-CREATED & USER GENERATED CONTENT
  • COMPANY ENTERING :
    CHE PROXIMITY, MELBOURNE
  • TITLE :
    AUTOADS
  • BRAND :
    CARSALES.COM.AU
  • ADVERTISER :
    CARSALES.COM.AU
  • AGENCY :
    CHE PROXIMITY, MELBOURNE
  • CHIEF CREATIVE OFFICER :
    ANT WHITE
  • GROUP CREATIVE DIRECTOR :
    GLEN DICKSON
  • CREATIVE DIRECTOR :
    CHRIS ANDREWS/GARRET FITZGERALD/JOE HILL
  • SENIOR COPYWRITER :
    CAMERON BELL
  • SENIOR ART DIRECTOR :
    SAM DICKSON
  • CREATIVE TECHNOLOGIST :
    ANDY STEWART
  • TECHNICAL DIRECTOR :
    MATT ROSE/HOANG NGUYEN
  • GROUP ACCOUNT DIRECTOR :
    JESS HUGHES
  • ACCOUNT DIRECTOR :
    SARAH NEWELL
  • PLANNING DIRECTOR :
    JAMES NEEDHAM
  • HEAD OF CHEP FILMS :
    JULIE DUFF
  • CHEP FILMS PRODUCER :
    ELENA SZYMANSKI
  • FILM PRODUCTION COMPANY :
    GUILTY, MELBOURNE
  • DIRECTOR :
    TONY ROGERS
  • FILM PRODUCER :
    JASON BYRNE/ROHAN TIMLOCK
  • SENIOR EDITOR :
    DAMIAN CAPICCHIANO
  • SOUND ENGINEER :
    MATT THOMPSON
  • MUSIC :
    LONER STUDIO
  • THE BRIEF :
    CARSALES.COM.AU IS AUSTRALIA’S LARGEST ONLINE CLASSIFIEDS FOR SECOND-HAND CARS. THEIR CHALLENGE? NEW CAR SALES IN AUSTRALIA ARE OFF THE CHARTS. RECORD LOW INTEREST-RATES HAVE MADE NEW CARS EVEN MORE ACCESSIBLE AS MORE AUSTRALIANS ARE USING THEIR SAVINGS TO UPGRADE TO THAT ‘NEW CAR SMELL’. EVERY YEAR FOR
    THE LAST THREE YEARS, NEW CARS SALES HAVE HIT RECORD BREAKING HEIGHTS, MAKING AUSTRALIA ONE OF THE BIGGEST PER CAPITA CAR MARKETS IN THE WORLD. PEOPLE TRYING TO SELL THEIR SECOND-HAND CAR DON’T STAND A CHANCE. THAT WAS UNTIL CARSALES.COM.AU DECIDED TO TAKE ON THOSE BIG BRANDS WITH THEIR BIG TV ADS.
  • THE STRATEGY :
    THE PROCESS OF SELLING A CAR IS LABOURED. YOU CREATE A LISTING, TAKE SOME PHOTOS AND THEN HOPE TO BE FOUND.
    THE ONLY INNOVATION IN THE CATEGORY OVER THE PAST 20 YEARS WAS THAT YOU COULD NOW DO IT ONLINE. PLUS, NEW CARS WERE BECOMING MORE APPEALING THAN EVER WITH CAR MANUFACTURER’S BIG BUDGET AD CAMPAIGNS. WHILE SECOND-HAND SELLERS COULDN’T MATCH THEIR BUDGETS, WE COULD HELP THEM LEVEL THE PLAYING FIELD BY MAKING THINGS MORE PERSONAL AND ENTERTAINING. ENTER CARSALES’ AUTOADS – A CUSTOM BUILT TOOL THAT GAVE EVERYONE SELLING THEIR CAR THEIR VERY OWN PERSONALISED, EXPENSIVE-FEELING CAR AD.
  • THE EXECUTION & CRAFT :
    CARSALES’ AUTOADS ENSURED ANYONE TRYING TO SELL THEIR
    SECOND-HAND CAR VIA CARSALES RECEIVED A ONE-OF-A-KIND, EXPENSIVE FEELING CAR AD TO HELP THEIR SALE. FOR FREE. IT IS A CLOUD-BASED, AD GENERATING PLATFORM THAT USES CAR LISTING DATA TO AUTOMATICALLY CREATE THOUSANDS OF COMMERCIALS. SELLERS DIDN’T HAVE TO LIFT A FINGER. THEY JUST HAD TO LIST THEIR CAR AND THE DATA WAS SEAMLESSLY USED TO CREATE A UNIQUE TV AD. THE ADS COULD BE SHARED ON THEIR SOCIAL NETWORKS (AND A SELECTION WERE PLAYED ON BROADCAST TV). THE AUTOADS PLATFORM IS CAPABLE OF GENERATING OVER 1.2 TRILLION POSSIBLE COMBINATIONS.
  • THE RESULT :
    A WEEK INTO THE CAMPAIGN, OVER 435,215 AUTOADS WERE GENERATED. OVER 5,000 AUTOADS ARE STILL BEING GENERATED EVERY DAY.
    IN A COUNTRY WHERE THE POPULATION IS JUST OVER 24 MILLION,
    WE MANAGED TO REACH 16.8 MILLION PEOPLE VIA EARNED (PR) AND PAID MEDIA (TV). AND CAROLE SMITH’S AD FOR HER 2001 TOYOTA COROLLA WAS BEAMED INTO A MILLION LOUNGE ROOMS ACROSS AUSTRALIA.
    IT MUST BE THE MOST FAR REACHING SECOND-HAND CAR AD EVER!