Kijiji has launched a multiplatform campaign in the Greater Toronto Area to promote the auto section of its website.
The integrated campaign, which is running throughout February and March, was released to coincide with the Canadian International Auto Show in Toronto and Kijiji DealerTalk, a marketing and sales conference.
“The goal of the campaign is to establish our role as a leading auto dealer,” said Jason Karsh, head of marketing at Kijiji. “We want to establish in the consumer’s mind [that] when you need a car, Kijiji is the way to go.”
The campaign creative uses statistics to illustrate the popularity of Kijiji’s auto component. One taxi top sign, for example, states “75 cars listed per hour in the GTA.”
It spans channels including radio, posters, transit and taxi tops, and Karsh said it will help Kijiji compete with its biggest rival, Auto Trader. The push is aimed at men and women 25-54, skewing more to older men.
Toronto’s Denneboom handled media for the campaign.
It marks the first time that dealer inventory, which represents a sizable portion of Kijiji’s auto listings, is highlighted in a Kijiji B2C marketing campaign. Kijiji has been known as an outlet for owners looking to sell their own cars, but Karsh said the company is using this campaign to raise awareness that Kijiji is also in the dealer market.
Kijiji also recently used the Canadian International Auto Show’s VIP preview night party in Toronto for a marketing push to connect with automotive dealers. It placed 25 Kijiji branded taxis outside the main exit of the venue and had representatives of the company waiting to provide a free ride home to party guests–most of whom were dealers. Some guests were driven as far as Hamilton.
Kijiji’s “Local Heroes” TV campaign launched a year ago and is still running.