Autotrader launches 'A Smarter Way To Trade Auto' brand campaign via Saatchi & Saatchi

Autotrader.jpgSaatchi & Saatchi Sydney has launched the Autotrader brand in Australia with the campaign 'A Smarter Way To Trade Auto', featuring press, OOH, digital and broadcast TV.

Autotrader, part of Cox Automotive Australia Group, is a digital car trading platform which aims to give greater information and transparency to connect buyers with sellers so both parties benefit.

Says Toby Aldred, general manager, Saatchi & Saatchi Sydney: "The creative aims to position Autotrader as a challenger brand with a distinct tone of voice. This builds on the strategy we have developed to help disrupt the traditional and embedded ways of buying and selling cars."

Says Dan Pugh, marketing director, Autotrader: "Autotrader is here to challenge the established and traditional ways of buying and selling cars. This creative allows us to achieve that by establishing the Autotrader tone of voice with some cheeky and intelligent executions."

Client: Autotrader
Chief Marketing Officer: Glen Knowles
Marketing Director: Dan Pugh
Marketing Manager: Aaron Thomas
Campaign Manager: Anna Michael

Creative Agency: Saatchi & Saatchi Australia
Copywriter: Jack Wall
Art Director: Phil Harkness
Planner: Donna Yan
Producer: Michael Demosthenous
General Manager: Toby Aldred
Senior Business Director: John Larkin
Business Manager: Annie Millar

Production Company: Prodigious


How the Mighty have fallen said:

I would have thought the number one objective of any campaign would be to lure people away from the number one car sales site, And to do it with either charm, humour or some other device to make some sort of impact.

This isn't it.

Wouldn't have got past the CD in my day said:

Wow, is that work lack-lustre or what?

Saatchis, what happened???

Leave a comment