Carsales & CHE Proximity Give Every Second-Hand Car Its Own Ad

Carsales & CHE Proximity Give Every Second-Hand Car Its Own Ad
SHARE
THIS



B&T’s Agency of the Year for 2017, CHE Proximity, has teamed up with Carsales.com.au to release a new campaign that gives every second-hand car its own moment in the spotlight.

For a limited time, Carsales will offer every private seller the opportunity to have their very own big, expensive-feeling car ad, titled ‘AutoAds’.

To capture the five distinct themes and characters, hundreds of scenes and thousands of VO clips, CHE Proximity teamed up with award-winning comedy director Tony Rogers and actor Kai Smythe.

The filmed footage is combined with the seller’s own photographs of their car via a purpose-built algorithm that automatically pulls in the seller’s name, car type, price, and odometer reading.

The first campaign of its type for the Australian auto category has the potential to produce 1.2 trillion unique car commercials, with no two ads ever the same.

Not only will the cars and consumer details be unique to each ad, but the algorithm seamlessly rearranges the footage and script with different lines and visuals.

After listing their car at Carsales, each seller receives five unique themed 40-second ads to choose from and post on their social pages.

The themes are: ‘adventure’, ‘family’, ‘tough’, ‘luxury’ and ‘city’, each with bespoke music designed by Loner Productions.

Carsales chief marketing officer Kellie Cordner said the AutoAds campaign appealed to the innovative DNA within Carsales.

“As the number one place in Australia to sell your car online, the campaign demonstrates Carsales’ unwavering commitment to helping Australians sell with confidence and ease,” she said.

“With social communities playing such a big part in our everyday lives, the fun and personalised nature of this campaign is a unique and engaging way for our private sellers to get the word out that their car is up for sale.”

Ant White, chief creative officer at CHE Proximity, said the creation of AutoAds was a true collaboration between all involved.

“Tony Rogers and Guilty worked with the team’s dynamic script that had thousands of unique lines and nuances. The tech, data, design and production teams stitched it all together seamlessly with the smarts hidden in the background.”

CREDITS

Creative: CHE Proximity

CEO: Chris Howatson

Chief creative officer: Ant White

Chief operating officer: Andrew Drougas

Group account director: Jess Hughes

Planning director: James Needham

Account director: Sarah Newell

Group creative director: Glen Dickson

Creative directors: Garret Fitzgerald, Joe Hill and Chris Andrews

Creatives: Cameron Bell and Sam Dickson

Head of design: Jason Young

Head of CHEP Films: Julie Duff

Producer, CHEP Films: Elena Szymanski

Editing and visual effects: CHEP Films (Damian Capicchiano and Matt Goddard)

Sound post-production: CHEP Films (Matt Thompson)

Music: Loner Studio

Technical director of product and comms: Matt Rose

Technical director of web and platform: Hoang Nguyen

Creative technologist: Andy Stewart

Digital producer: Sam Bury

Production: Guilty

Director: Tony Rogers

Producers: Jason Byrne and Rohan Timlock

Line producer: Alex Sturman

Cinematographer: Marin Johnson

PR: Attention+Influence

Creative partner: Mike Doman

Managing partner: Simone Pipkorn

Account director: Fleur Williamson

Client: Carsales

CMO: Kellie Cordner

Group marketing manager: Trudi Sampola

Brand manager: Jun Lee Sia

Digital specialist: Caitlin Retell

Development manager: Luke Bronts

 

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]