Bronze Spike

Case Film

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CategoryA05. Automotive
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA
Media Placement 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 Chief Marketing Officer
Trudi Sampola Group Marketing Manager
Jun Lee Sia Brand Manager
Caitlin Retell Digital Specialist
Luke Bronts Development Manager
Sarah-Lucy Price PR Director

The Campaign

We created carsales’ AutoAds, a platform where anyone trying to sell a second-hand car got a one-of-a-kind, expensive-feeling car ad. For free. carsales AutoAds is a cloud-based ad generating platform that uses car listing data to automatically create one-of-a-kind car ads. Sellers didn’t have to lift a finger. All they had to do is list their car as they normally would, and the data (the information they enter about their beloved second-hand car) is 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.

The Brief

Total production: $300k approx. Paid media: $30k approx. Further detail provided upon request.

Creative Execution

We created big, expensive feeling, one-of-a-kind car ads for every Australian trying to sell their second-hand car. 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. A series of bespoke algorithms scraped the classifieds forms sellers were filling out, automatically ingesting inputs into our video creation platform. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

A week into the campaign, over 435,215 AutoAds were generated. Over 5,000 AutoAds are still being generated every day. In a country where the population is just over 24 million, we managed to reach 16.8 million people via earned (PR) and paid media (TV). And among a selection of others, Carole Smith’s ad for her 2001 Toyota Corolla was beamed into a million lounge rooms across Australia. It might be the most far reaching second-hand car ad ever!

Explain why the method of promotion was most relevant to the product or service

AutoAds is relevant for brand experience and activation, as it redefined the way Australians sell their second-hand cars. A campaign of mass personalisation on a whole new scale, every seller was provided their very own, expensive feeling, one-of-a-kind car ad. It was like nothing the car market had ever seen before. Generating thousands upon thousands of big, shiny, expensive-feeling second-hand car ads for millions of Australian eyeballs.

The process of selling a car is as laborious and frustrating, as it is difficult. You create a listing, add in the details, take some amateur photos and then hope to be found within a sea of other used cars. The only innovation in the category over the past 20 years was that you could now do it online – something carsales, Australia’s leading online car classified platform, did very well. On top of that, new cars were becoming more appealing than ever with car manufacturer’s big budget ad campaigns and constant retail deals. While second-hand sellers obviously couldn’t match their budgets, we could help them level the playing field by making things hugely more personal and entertaining. Enter carsales’ AutoAds – a custom built tool that gave everyone selling their car their very own personalised, expensive-feeling car ad.


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