Carsales has launched a new mid-year brand campaign highlighting how AI Voice Search is helping users navigate their way through car purchases.
The campaign, which is timed to land across major sporting events in football and rugby, as well as EOFY, reflects a real shift in how Australians are buying cars.
Consumer confidence is at its lowest in over 10 years, with price the number one purchase factor for 71 per cent of buyers and 59 per cent looking to spend under $30,000.
Meanwhile, the fuel economy has jumped to the third most important consideration (up from 39 per cent to 50 per cent), and EVs now account for almost one in two new cars sold nationally.
People are still out there researching and buying – they’re just doing it with more care and a sharper eye for value. This campaign meets them in that moment with a simple message: whatever you’re looking for, carsales helps you find a car that fits.
The campaign’s creative platform, “Hey carsales…” brings AI Voice Search to life through a series of relatable, humorous scenarios. Characters use the carsales app in everyday moments – asking for exactly what they need, from “find me a car with a really big boot” to something as specific as “zippy red hatchbacks under 30k.”
Now live, with creative rolling out across the six-week window, the campaign showcases the breadth of carsales’ inventory – from budget-friendly options and EVs, to brand-new models – and will also highlight carsales’ payment solution, which offers a safer, quicker way for buyers and sellers to transact.
Over a third of buyers now use AI to assist their vehicle search, with Gen Z (38 per cent) and Millennials (41 per cent) leading the way.[6] AI Voice Search was designed for exactly this shift. Launched earlier this year, the feature lets people say what they’re looking for in their own words and receive matches in seconds. Powered by carsales’ proprietary data and real-time inventory matching, it’s a capability no other automotive marketplace in Australia currently offers.
Rafael Constantinou, EGM of marketing, content & customer at carsales, said: “The way people search for cars is changing, and we want carsales to continue showing up in the moments and on the platforms that matter most to them.”
“That’s why AI Voice Search is central to this campaign – it genuinely makes finding the right car easier, whether you know exactly what you want or you’re just starting out.”
He said he’s noticed buyers are starting to be “more thoughtful and deliberate” with their decisions.
“That’s exactly when they need to feel confident they’ll find the right fit,” they said. “With a wide range of vehicles and the smart tools to search them, carsales is built for that moment.”
The campaign spans digital, social, out-of-home and connected TV, with contextual placements during live sporting broadcasts. Select out-of-home placements will be geographically tailored to reflect local cities, and influencer collaborations set to deliver platform-native content across TikTok and Instagram.
Credits:
- Lucas M. Barreiro – Head of Creative and Brand Design
- Meg Liersch – Art Director
- John Ryan Casillan – Art Director
- Andrew Panozzo – Senior Designer
- Madison Keogh – Marketing Executive
- Jess Brott – Marketing Executive
- Jun Lee Sia – GM, Brand Strategy & Marketing
- Rafael Constantinou – EGM, Marketing, Content & Customer
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