CarsGuide.com.au targets its competitors in new integrated campaign via BWM Group, Sydney

Screen Shot 2014-10-06 at 6.14.45 am.jpgBWM Group Sydney has launched its first campaign for CarsGuide.com.au in a bold move designed to disrupt and irrevocably change the online car sales category.

Launching on 5 October, the campaign shows CarsGuide.com.au as the smart young professional while its competitors are depicted as incompetent and old fashioned.

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Car-tography.jpgEach of the campaign's five TVCs (soon to be released) compare and contrast the improved location based functionality of CarsGuide.com.au with that of its competitors - effectively revealing the online auto classifieds model to be broken and outdated.
Lauren Williams, CEO of CarsGuide.com.au, said BWM Group Sydney was the right agency to re-launch the CarsGuide.com.au brand and the company's reinvented business model.

Says Williams: "BWM understood that to stand out in the online auto marketplace CarsGuide.com.au needed to address its competition head on. This campaign not only re-launches the CarsGuide.com.au brand, it is also a direct affront to our competitors, challenging them to evolve or fall behind."

Tinder.jpgAt its core the campaign highlights how CarsGuide.com.au is reinventing the online auto retail model by empowering consumers with greater transparency and tools designed to streamline the process of buying and selling cars online.

Rob Belgiovane, executive creative director of BWM Group Sydney: "CarsGuide.com.au are innovators in the online car classifieds industry.

"With this campaign we've captured the company's consumer-centric ethos, which is focused on improving the online auto marketplace for consumers."

The integrated campaign will launch nationally on Sunday 5 October during the NRL grand final.

The campaign will be supported by a full TV, digital, radio, OOH and print program, which will roll out over the coming months.

CarsGuide.com.au appointed BWM Group Sydney in early September to manage the brand's relaunch alongside brand agency Interbrand and media agency Mediacom.

Client: CarsGuide.com.au
CEO: Lauren Williams
Head of Marketing: Glen Knowles

Creative Agency: BWM
Chief Creative Officer: Rob Belgiovane
Chief Strategy Officer: Jamie Mackay
Copywriter: Zac Pritchard
Art Director: Thomas Manion
Planning Director: Moensie Rossier
Group Account Director: Sophie Bogdan
Senior Account Manager: Earth Luechaikajohnpan
Agency Producer: Jonathan Gerard

Production Company: Curious Film
Director: Miki Magasiva
Producer: Peter Holani
Post Production: The Editors
Audio Post Production & Music: Sound Reservoir
Animation: Digby Hogan
Illustration: James Gulliver Handcock

Music
Audio Production: Sound Reservoir
Music: Smith and Western

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