The Bachelor’s Blake Garvey aims to make the right choice in campaign for Drive.com.au
Fairfax has recruited former Bachelor Blake Garvey to front the launch campaign for Drive.com.au, playing on his infamous dumping of Sam Frost after proposing to her in the final episode of the Channel Ten show.
The campaign, created by With Collective, sees Garvey focused on making the right decision the first time around in an attempt to position Drive.com.au as the helpful guide, leading consumers through the process of deciding on which car to buy.
According to The Encore Score, which gauges the popularity of Australian personalities with the public, Garvey is a very recognisable face with 64 per cent of people knowing who he is, although he could be considered an antagonistic figure with a popularity score of -61.
In terms of recognition he trounces former Bachelor Tim Robbards, who has 43 per cent recognition and an Encore Score of 4, while the woman he jilted, Sam Frost, has an Encore Score of 9 and 46 per cent recognition.
https://www.youtube.com/watch?v=EPECVpwk_SA&feature=youtu.be
The campaign is being pushed out across the Fairfax Media network including print, digital and social media, as well as Garvey’s personal social feeds.
“It’s been a lot of fun developing this campaign with the Drive.com.au team and their agency partners,” said Garvey in a statement. “When I was first approached about the concept, I instantly saw the good-natured humour in it, and was keen to be a part of the campaign.
“I’m actually in the market for a new car, so the revamped Drive.com.au has been invaluable when researching which make and model to choose. There’s so much choice out there these days, it can be overwhelming. It’s great to have car selection tools and the advice of the Drive.com.au editorial team on the new site to help me make the right decision.”
https://www.youtube.com/watch?v=123MmnMFBQI&feature=youtu.be
The new Drive site features several new tools including the ‘What car should I buy’ which allows consumers to narrow down their car choices based on a range of factors from safety to running costs; cars showrooms with listings of full manufacturer vehicle ranges; car specs and reviews and new video content.
Celebrities, brand managers, agents and advertisers are now able to purchase The Encore Score data for the first time by visiting The Encore Score website.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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