AutoTrader.ca breaks new national campaign
Trader Corporation has begun a new advertising campaign for its AutoTrader.ca property. The campaign, developed by Co-op Advertising of Toronto, features a spokescharacter called Some Guy. The character appears in a series of television commercials intended to convey that anyone can be a knowledgeable car shopper by using AutoTrader.ca. The initiative is aimed primarily at consumers between the ages of 20 and 50 and includes 10 executions in English and 10 in French. The national campaign broke with three ads on March 7. The ads are running on conventional and specialty television channels, as well as online. Additional executions will be releases through the year. The creative uses the tagline, "Where Canadians Click with Cars."
"We're thrilled to be producing great work with a client who's open to pushing the creative envelope and having a bit of fun with the idea of the typical corporate spokesperson," said Peter Brough, managing director of Co-op. "The creative does a nice job of demonstrating AutoTrader.ca's functionality, in the form of robust tools and features, while still hitting on the brand personality which is edgy and fun."