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
