Title | AUTOADS |
Brand | CARSALES.COM.AU |
Product / Service | ONLINE AUTOMOTIVE CLASSIFIEDS |
Category | C01. Rich Media |
Entrant | CHE PROXIMITY Melbourne, AUSTRALIA |
Idea Creation | CHE PROXIMITY Melbourne, AUSTRALIA |
Media Placement | CHE PROXIMITY Melbourne, AUSTRALIA |
Production | CHE PROXIMITY Melbourne, AUSTRALIA |
Production 2 | GUILTY CONTENT Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Ant White | CHE Proximity | Chief Creative Officer |
Glen Dickson | CHE Proximity | Group Creative Director |
Chris Andrews | CHE Proximity | Creative Director |
Joe Hill | CHE Proximity | Creative Director |
Garret Fitzgerald | CHE Proximity | Creative Director |
Cameron Bell | CHE Proximity | Senior Copywriter |
Sam Dickson | CHE Proximity | Senior Art Director |
Julie Duff | CHE Proximity | Head of CHEP Films |
Elena Szymanski | CHE Proximity | CHEP Films Producer |
Damian Capicchiano | CHE Proximity | Senior Editor |
Matt Thompson | CHE Proximity | Sound Engineer |
Matt Rose | CHE Proximity | Technical Director - Products & Communications |
Hoang Nguyen | CHE Proximity | Technical Director - Web & Platform |
Andy Stewart | CHE Proximity | Creative Technologist |
Sam Bury | CHE Proximity | Digital Producer |
Chris Howatson | CHE Proximity | CEO |
Andrew Drougas | CHE Proximity | Chief Operating Officer |
Jess Hughes | CHE Proximity | Group Account Director |
Sarah Newell | CHE Proximity | Account Director |
James Needham | CHE Proximity | Planning Director |
Loner Studio | Loner Studio | Music |
Tony Rogers | Guilty | Director |
Jason Byrne | Guilty | Producer |
Rohan Timlock | Guilty | Producer |
Kellie Cordner | carsales.com.au | Chief Marketing Officer |
Trudi Sampola | carsales.com.au | Group Marketing Manager |
Jun Lee Sia | carsales.com.au | Brand Manager |
Caitlin Retell | carsales.com.au | Digital Specialist |
Luke Bronts | carsales.com.au | Development Manager |
Sarah-Lucy Price | carsales.com.au | PR Director |
carsales.com.au is Australia’s largest online classifieds for second-hand cars. carsales’ AutoAds ensured anyone trying to sell their second-hand car via carsales received a one-of-a-kind, expensive feeling car ad to help their sale. For free. It is a cloud-based, ad generating platform that uses car listing data to automatically create thousands upon thousands of commercials. Sellers didn’t have to lift a finger. All they had to do was list their car as they normally would, and the data (the information they’d entered about their beloved second-hand car) was seamlessly used to create a unique TV ad. After listing their car, sellers received an email with five personalised car ads. Each was based on a clichéd car commercial genre. Tough, City, Adventure, Family and Luxury. The AutoAds platform is capable of generating over 1.2 trillion possible combinations ensuring that no two ads will ever be the same.
We created big, expensive-feeling, one-of-a-kind car ads for every Australian trying to sell their second-hand car. The ads could be easily shared on their social networks, helping them make a sale (and a select few were even played on broadcast TV). Each ad played off a classic car ad theme: Adventure, Luxury, City, Tough and Family. The commercials followed a suitably over-the-top character through a mixture of ‘presenter’ shots cut together with each seller’s own amateur car photographs to provide all the information a potential buyer needed. Speed was key to the success of the platform/campaign. To address this, we built a series of bespoke algorithms that scraped the standard classified forms that sellers were filling out. As they started tapping the keys, the algorithm started working in the background, automatically ingesting data into our video creation platform. Combinations were pulled and merged within seconds using Amazon Web Services’ (AWS) Step Functions and Lambda to stitch it all together. The data solution had to be serverless, so our AWS cloud environment was purposefully constructed to process thousands of ads concurrently as the word spread and demand increased. The data helped generate over 5,000 audio and video clips. Every photo, every possible odometer reading, every seller’s name, every price variable was stored in a huge library, ready and waiting for our purpose-built tech to generate the next ad in real time. The result was a library of elements that could be seamlessly stitched to create 1.2 trillion possible combinations of car ads.