Edge Launches New Campaign ‘The Wise One’ For Auto One

Independent creative agency Edge has developed a new campaign, launching today, that brings to life Auto One’s expert and reliable advice in the guise of ‘The Wise One’.

Supported by his trusty, spanner-harp-playing side-kick, the campaign shows The Wise One appearing in mystical ways to do what Auto One does best; providing awe-inspiring guidance to a customer encountering a problem as they work on their passion project.

Said Richard Parker, executive planning director, “after talking to Auto One consumers, the one thing we consistently heard was how Auto One’s team members offered the best advice and the right recommendation first time, every time.”

“This focus and passion for all things auto is what sets Auto One apart from other retailers.”

The new campaign kicks off in time for Father’s Day across TV, radio, out-of-home and social media and will continue with new executions to support key sales events launched throughout the year.  

Simon Langley, executive creative director continued, “creating ‘The Wise One’ allows us to have fun with Auto One’s quirky sense of humour while staying grounded in the brand’s product truth.”

“It’s an ownable platform we can develop over time to further strengthen Auto One’s position in the market.”

“We were looking for a campaign that would be distinctive and would give people a reason to choose Auto One over our competitors,” said Lara Galvin, head of marketing.

“Personifying the Auto One team member as ‘The Wise One’ was the perfect way to demonstrate that Great Advice Does Exist with good Aussie humour.”    

The campaign is the second for Auto One from independent agency Edge, who secured the creative and media account at the beginning of 2020.  

 CREDITS

Creative and Media: Edge 
Executive Creative Director: Simon Langley

Senior Copywriter: Andrew Fraser
Senior Art Director: Simon Cox
Executive Planning Director: Richard Parker 

Executive Director – Account Management: Nicole Gardner 

Planner: Adelaide Day-Collett
Senior Account Manager: Grace Sheridan 
Senior Media Manager: Rebecca Leahy

Content Creative: Harry Roth

Senior Designer: Waiton Fong

Designer: Sophie Millican

Production Company: Infinity 
Director: Daniel Reisinger 
Producer: Erin McBean

Producer: Charles Billeh

Client: Auto One 
Managing Director: Mark Garwood 
Head of Marketing: Lara Galvin

Marketing Consultant: David Bauer 
Marketing Coordinator: Maria Nader 

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