The classifieds arm of CarSales, quicksales.com.au, has launched a new ‘Australian’ brand campaign weeks after the company was told it could not take over the TradingPost brand.
It had been intended to use the QuickSales technology to leverage the heritage of Telstra-owned TradingPost, but the Australian Consumer and Competition Commission decided that would create unhealthy dominance for CarSales in the space.
CarSales had hoped to secure the brand as a means to challenge the dominance of EBay and Gumtree in the general classifieds market.
A new TV, outdoor and digital campaign by Melbourne agency Marilyn & Sons for the classifieds site uses tennis legend Pat Cash doing a range of useful menial tasks for people, with the tagline ‘Life’s a little easier when there’s more Cash around’.
CarSales chief marketing officer Vladka Kazda said Cash was the ideal 'icon' around which to build the campaign adding: “The general classifieds marketplace is dominated by a single internationally-owned player.
“In contrast, quicksales.com.au is Australian owned and proud of it."
"We felt that our campaign needed a truly Australian flavour to reinforce that quicksales.com.au is an all-Australian classifieds and auctions alternative. Pat puts an Aussie stamp on quicksales.com.au that's hard to ignore.
"We wanted someone Australians identify with, as well as someone prepared to have some fun with our brand. Pat was the perfect choice.”
Credits: Client carsales.com.au; Chief marketing officer Vladka Kazda; Marketing manager Rebecca Rizzo; Creative director James Reilley; Producer Beaver; Agency Marilyn & Sons; Art director Gavin Willemsen; Copywriter Kristian Jamieson; Copywriter Tristan Graham; Production company Guilty; Director Tony Rogers; Producer Rohan Timlock; Media Carat