AutoTrader.ca breaks new national campaign
Trader Corporation of Toronto has begun a new national advertising campaign for its AutoTrader.ca website. The campaign focuses on the various tools offered by the site to assist in the buying or selling of a car. Developed by DDB Canada of Toronto, the initiative consists of two television commercials called "Bank Job" and "Parking Garage," supported by digital advertising incorporating a video game and public relations. The creative depicts people trying to buy or sell vehicles in extreme situations. Radio, outdoor and social media components will be added later in the spring. The campaign will run until the end of the year. Media planning and buying is being conducted by Ocean Media. "Most people aren't car experts," said Mike Davidson, senior vice-president at DDB Canada. "So buying or selling a vehicle can be an intimidating and stressful process. AutoTrader.ca offers a suite of tools to facilitate the endeavour and help consumers shop for vehicles with more confidence. This new positioning provides a great creative opportunity to demonstrate the various tools and innovations with which AutoTrader.ca arms consumers."