BWM positions CarsGuide.com.au as the ‘tinder of car buying’ as it gets aggressive with competitors
BWM Sydney has produced its first work for CarsGuide.com.au following the revamp of the auto website, with the brand launching “a direct affront to our competitors”.
The backbone of the campaign will be five TV ads which begin airing on Sunday during the NRL Grand Final. However, CarsGuide has refused to release the creative until early next week.
The campaign, supported by digital, radio, out of home and print executions, will aim to portray its rival Carsales as “incompetent and old fashioned” while pushing its own image as a “sharp young professional”.
CarsGuide chief executive Lauren Williams said: “BWM understood that to stand out in the online auto marketplace CarsGuide needed to address its competition head on. This campaign not only re-launches the CarsGuide brand, it is also a direct affront to our competitors, challenging them to evolve or fall behind.”
CarsGuide appointed BWM Group Sydney in early September to manage the brand’s relaunch alongside brand agency Interbrand and media agency Mediacom.
Updated: A previous version of this story referred to the News Corp liftout section of the brand, which is not associated with this campaign.
Credits
Client: CarsGuide.com.au
CEO: Lauren Williams
Head of Marketing: Glen Knowles
Creative Agency: BWM
Chief Creative Officer: Rob Belgiovane
Chief Strategy Officer: Jamie Mackay
Copywriter: Zac Pritchard
Art Director: Thomas Manion
Planning Director: Moensie Rossier
Group Account Director: Sophie Bogdan
Senior Account Manager: Earth Luechaikajohnpan
Agency Producer: Jonathan Gerard
Production Company: Curious Film
Director: Miki Magasiva
Producer: Peter Holani
Post Production: The Editors
Audio Post Production & Music: Sound Reservoir
Animation: Digby Hogan
Illustration: James Gulliver Handcock
Music
Audio Production: Sound Reservoir
Music: Smith and Western
“Fairfax rival Carsales as “incompetent and old fashioned”
There is no connection between Carsales and Fairfax
User ID not verified.
Hi Dean,
Thanks for flagging – a misattribution, but it’s changed now.
Cheers,
Alex – editor, Mumbrella
And the best they can come up with is the Tinder for car buying!! Wow where has the creativity in agency land gone…..what next The Uber of Auto
Its a sad sad day 🙁
User ID not verified.
I’d suggest the drop the insanely old fashioned way to drive a brand with the very name “CarsGuide” being uppercase “G” before trying to position themselves as something new and interesting. It just looks old and odd.
User ID not verified.
This is is shocking. ..
User ID not verified.
Why is the newspaper liftout still old red logo, branding, styleguide fonts etc?
User ID not verified.