CarsGuide drives awareness on the open road in new outdoor campaign via BWM and MediaCom

Online auto marketplace CarsGuide.com.au is gearing up to show off its new brand with a major outdoor advertising campaign across Australia created by BWM and MediaCom.

Making strategic use of street furniture across Australia, the campaign targets drivers when they’re most likely to be thinking about cars – while on the road themselves.

Messages have been localised to each region to demonstrate CarsGuide’s benefit of being the only site where consumers can see all available cars on a map.

CarsGuide CEO Lauren Williams says the new brand is all about the value, control and transparency that CarsGuide offers both dealers and buyers.

Says Williams: “As the disruptor in the market it’s important we distance ourselves from the ‘old model’ where consumer details are sold to dealers. We have re-engineered our business to be able to show the exact location upfront. This puts consumers back in control so they can contact dealers when they’re ready.

“The new consumer campaign started in October 2014 across TV, radio, digital and outdoor. It’s seen new private listings increase four-fold, demonstrating clear consumer demand for free listings on a premium site.

“As part of our positioning as a challenger brand, we are looking to win customers by offering a better user experience, and also deliver a better deal for dealers by delivering genuine buyers to their dealership. CarsGuide’s brand positioning is open, transparent and the consumer champion.”

Agency BWM

Media: MediaCom / OOH