B&T’s Agency of the Year for 2017, CHE Proximity, has teamed up with Carsales.com.au to release a new campaign that gives every second-hand car its own moment in the spotlight.
For a limited time, Carsales will offer every private seller the opportunity to have their very own big, expensive-feeling car ad, titled ‘AutoAds’.
To capture the five distinct themes and characters, hundreds of scenes and thousands of VO clips, CHE Proximity teamed up with award-winning comedy director Tony Rogers and actor Kai Smythe.
The filmed footage is combined with the seller’s own photographs of their car via a purpose-built algorithm that automatically pulls in the seller’s name, car type, price, and odometer reading.
The first campaign of its type for the Australian auto category has the potential to produce 1.2 trillion unique car commercials, with no two ads ever the same.
Not only will the cars and consumer details be unique to each ad, but the algorithm seamlessly rearranges the footage and script with different lines and visuals.
After listing their car at Carsales, each seller receives five unique themed 40-second ads to choose from and post on their social pages.
The themes are: ‘adventure’, ‘family’, ‘tough’, ‘luxury’ and ‘city’, each with bespoke music designed by Loner Productions.
Carsales chief marketing officer Kellie Cordner said the AutoAds campaign appealed to the innovative DNA within Carsales.
“As the number one place in Australia to sell your car online, the campaign demonstrates Carsales’ unwavering commitment to helping Australians sell with confidence and ease,” she said.
“With social communities playing such a big part in our everyday lives, the fun and personalised nature of this campaign is a unique and engaging way for our private sellers to get the word out that their car is up for sale.”
Ant White, chief creative officer at CHE Proximity, said the creation of AutoAds was a true collaboration between all involved.
“Tony Rogers and Guilty worked with the team’s dynamic script that had thousands of unique lines and nuances. The tech, data, design and production teams stitched it all together seamlessly with the smarts hidden in the background.”
CREDITS
Creative: CHE Proximity
CEO: Chris Howatson
Chief creative officer: Ant White
Chief operating officer: Andrew Drougas
Group account director: Jess Hughes
Planning director: James Needham
Account director: Sarah Newell
Group creative director: Glen Dickson
Creative directors: Garret Fitzgerald, Joe Hill and Chris Andrews
Creatives: Cameron Bell and Sam Dickson
Head of design: Jason Young
Head of CHEP Films: Julie Duff
Producer, CHEP Films: Elena Szymanski
Editing and visual effects: CHEP Films (Damian Capicchiano and Matt Goddard)
Sound post-production: CHEP Films (Matt Thompson)
Music: Loner Studio
Technical director of product and comms: Matt Rose
Technical director of web and platform: Hoang Nguyen
Creative technologist: Andy Stewart
Digital producer: Sam Bury
Production: Guilty
Director: Tony Rogers
Producers: Jason Byrne and Rohan Timlock
Line producer: Alex Sturman
Cinematographer: Marin Johnson
PR: Attention+Influence
Creative partner: Mike Doman
Managing partner: Simone Pipkorn
Account director: Fleur Williamson
Client: Carsales
CMO: Kellie Cordner
Group marketing manager: Trudi Sampola
Brand manager: Jun Lee Sia
Digital specialist: Caitlin Retell
Development manager: Luke Bronts
