Auto Trader rebrands with humorous new campaign

Forty years since the first Auto Trader magazine was published, the Kiwi business, now online only, has re-branded and re-launched with a new campaign.

Tell New Zealand about your car is a campaign that originated from the simple insight that private sellers just want as many people as possible to see their listing.

Rolling out across TV, online video, digital OOH, cinema, radio, PR, performance media and partnerships from September 1, the campaign plays on Kiwi’s unique sense of humour.

“Being a nostalgic Kiwi brand, Auto Trader is perfectly placed to incorporate our culturally nuanced humour into the campaign in a new way,” says Kurt Bradley from 4AM.

“Expect to see some catchy one-liners like ‘may contain traces of child’ and ‘it’s 23cm too long for my new garage.”

Ross Logue, Managing Director of Auto Trader adds, “We’re looking for listings that are witty, talk to a deeper truth, make you laugh… anything that helps people tell New Zealand about their car.”

“Kiwis love to tell stories about their cars, we actually get emotionally attached to them.”

Strategic lead David Thomason (DT) says, “It’s actually a campaign about advertising. The TVC shows people trying to write an ad, but they forget the brief. We got quite confused working on it. It’s a brand awareness campaign, but it thinks it’s a promotion.

“In line with sustained advertising effectiveness principles, distinctive brand assets will feature prominently across all channels. But the most memorably distinctive asset will probably be the half-eaten hairy jet plane.”

James Roberts, Head of Strategy and Investment at Lassoo, adds, “It’s a privilege to work on a brand that is genuinely working to ambitiously challenge the market. No doubt it’ll be a highlight for those working on it and those engaging with it.”

Auto Trader is also encouraging New Zealanders to become a part of the campaign by selecting 10 winners each month based on their listing creativity.

The winners will then receive a nationwide billboard campaign and free exposure for their car sale.

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