Saatchi & Saatchi 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.

Saatchi & Saatchi Sydney general manager, Toby Aldred, says: “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.”

Autotrader marketing director, Dan Pugh, added: “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.”

CREDITS

Campaign Credits:

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