Online automotive classifieds business carsales.com.au has launched a new advertising campaign which features Formula 1 driver Danial Ricciardo answering some of the internet’s most searched-for questions relating to cars.
Launching in time for the 2017 Formula 1 Australian Grand Prix, the ‘Auto-Reply’ video series puts Ricciardo’s car knowledge to the test, with the Aussie sports star answering questions such as ‘Why is smoke coming from the bonnet?’ and ‘What size car should I look for?’.
Created for carsales by CHE Proximity, the video series was filmed in Los Angeles in February as Ricciardo prepared for the first F1 Grand Prix of the season.
Ben Birchall, creative director at CHE Proximity, said: “It’s not often you get to write for one of Australia’s most engaging sportspeople, particularly when they’re as innately funny as Daniel, so our mantra was to let Daniel be Daniel,” he said.
Kellie Cordner, chief marketing officer at carsales.com.au, said the campaign brings to life the platform’s partnership with Ricciardo, with the racing star having been announced as a global ambassador in February last year.
“The light-hearted series showcases Daniel’s authentic, down-to-earth and endearing personality – characteristics that make him the perfect fit for carsales,” she said.
“The campaign brings together speed, success and innovation, which are key traits that align Ricciardo with the carsales brand.”
The video series is featured in a multi-channel campaign led by digital screens and supported by a national out-of-home buy, social media, TV and brand activation at the 2017 Formula 1 Australian Grand Prix.
Ricciardo will also be sporting the carsales.com.au logo on the chin of his driving helmet and on both sides of his Red Bull Racing team cap during every race of the 2017 Formula 1 season.
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