|Product / Service||ONLINE AUTOMOTIVE CLASSIFIEDS|
|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|
|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|
|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|
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.
Total production: $300k approx. Paid media: $30k approx. Further detail provided upon request.
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.
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!
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.