AutoTrader refines brand position
March 04, 2013 | David Brown | Comments
Trader Corporation is out with a new campaign to expand the positioning of its AutoTrader.ca brand.
Last year AutoTrader launched it’s “Most Cars in One Place” campaign from DDB, which won the Grand Prix at the Cassies last month.
“The spots last year did a great job for us, but the single positioning of having the most cars doesn’t deliver a sophisticated enough positioning for us to talk about all the great reasons to use AutoTrader.ca,” said Ian MacDonald, director of marketing. The new campaign, which uses the tagline “The better way to buy and sell cars” is more flexible and “can be used to communicate a whole number of reasons to use us,” he said.
One spot sells the site’s “owner reviews” functionality, for example. “Research showed that consumers didn’t know how to get a fair, unbiased opinion of what certain cars are like to own,” he said. “So we developed a way for them to quickly aggregate the experience of thousands of car owners to get that info and feel more confident when buying a car.”
The TV spots also focus on using the site with tablets and smartphones. “Since mobile is the future, we want to accelerate adoption in Canada and see ourselves as one of the leading digital business in Canada,” he said.
Aside from the TV spots, the campaign includes an interactive car chase game with radio, outdoor and social media rolling out later this spring, supported by PR efforts throughout the year.
Media is handled by Ocean Media Inc.