CarExpert launches first above the line campaign via Claxon
Automotive website CarExpert.com.au has gone live with its first above the line campaigning, featuring its ‘Sold Price Report’ in a national TVC created by independent growth agency Claxon.
The campaign is the first work from Claxon after the Gold Coast-based agency was awarded with the publisher’s creative and media accounts following a competitive pitch in April this year.
The launch also comes off the back of former Compare The Market CMO, Christopher Catchpoole, joining CarExpert as its first CMO last month, citing the opportunity to help deliver “something that no other website or business is doing”.
“When I joined CarExpert, I was excited by the prospect of diversifying the brand proposition beyond the award-winning content we produce and into a place where we are seen as a dependable and indispensable part of the transactional process”, said Catchpoole. “I’m confident that this campaign helps move us toward that direction as we deliver a game-changing, Aussie-first for new car buyers.”
The Sold Price Report is a resource that has been available on CarExpert’s website for a few months, selling for as much as $35, though it’s being made free as part of the campaign. “Customers have shown that they’re willing to pay for the data made available in the Sold Price Report, such is the value proposition. Our ambition is to empower every new car buyer at purchase time and we’re investing into making every user’s first report free while we educate the market on its utility and value”, says Catchpoole.
The 30 second spot sees a neighbour chat to a couple about their “new wheels”, to learn that they paid the “Sold Price”. A bird mascot flies into the conversation to explain how the couple were able to figure out the right price, by using CarExpert’s Sold Price Report.
CEO for CarExpert, Damon Reilly, said “We briefed 7 creative agencies, Australia wide. They were a mix of the largest, most established names in the industry, mid-range and some start-ups, like ourselves. Our selection process was focussed on who best understood our brief and coming up with a differentiated creative concept that could communicate a unique product, such as our sold price report in a simple way. To put it simply, we loved the concept that the Claxon team came up with. It was so different from every other agency, is unique and we believe it will connect with the everyday new car buyer”
Daniel Willis, CEO Daniel Willis,, Claxon said: “We love the boldness, long term vision and desire for growth of the CarExpert team. Our businesses mirror each other in a lot of ways, so we relished the opportunity to work with Damon, Chris and the rest of the CarExpert team. We’re looking forward to joining them on their exciting journey ahead”
The campaign launches across TV and digital, with supporting PR, social and display.
Credits
Client: CarExpert.com.au
Co-Founder & CEO: Damon Rielly
Co-Founder: Paul Maric
Co-Founder: Alborz Fallah
CMO: Chris Catchpoole
Creative Agency: Claxon
CEO: Daniel Willis
Executive Creative Director: Keith Byrne
Art Director: Victoria Hutchinson
Director of Growth: Jade Axford
Account Director: Kalvin Coates
Production Company: Traffic Film
Director: Luke Tierney
Editor: Zac Cumberbatch
Producer: Jill McMahon
Animator: Michael Cox
Post Production Company: Traffic Film
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