BWM 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.
The cheeky campaign shows CarsGuide.com.au as the smart young professional while its competitors are depicted as incompetent and old fashioned.
Each of the campaign’s five TVCs 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with that of its competitors – effectively revealing the online auto classifieds model to be broken and outdated.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 brand and the company’s reinvented business model.
“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 brand, it is also a direct affront to our competitors, challenging them to evolve or fall behind,” said Williams.
At 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, said: “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,” he said.
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.