Carsales.com.au goes big for outdoor push
A giant rear view mirror and an air freshener made from poly foam is the centre piece for carsales.com.au’s ‘Brand new car’ outdoor campaign, which breaks today.
Produced by Ooh! Media, the special builds will run for three months at key locations nationwide.
Measuring 12 and 19 metres wide, the rear view mirror alone in one execution on the M7 is the size of a supersite billboard, noted Ooh! Media’s production arm head, John Purcell.
Media was planned and bought by FRANkVizeum.
That’s one hard company to beat…
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The CD at carsales is a devine young bloke – would love to see his cute motor in my rear view mirror anytime!!
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Even without considering absolutes like audience size, Carsales continues to dominate the auto vertical through a quantum difference in audience engagement vis a vis Drive and eBay Motors. Monthly visits, page views, time spent – it outscores its major competitors on every metric, with the exception of eBay, which has a higher average time per visit. Does a campaign like this bring higher audience figures at the expense of engagement?
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Looks like Carsales have been memorized by a traditional agency!! I wonder how much money this cost them and what it will actually achieve for them in the bigger scheme of things?
I was using carsales long before I ever saw any advert for the site. The reason I liked the site is because it gave me all the right choices, it was easy to use and it worked for me! Those three points (and a few more regarding the product) were probably the reason why carsales was returned at, or near to the top of Google when I searched for ‘used cars’…
I hope carsales do not throw too much money at a traditional agency so they (the agency) can try and win an ‘outdoor advertising award’. It would be great for carsales and it’s users if they invest their money back into the product to ensure that the points above (the reasons why I used the site) remain strong and at the forefront of the car shopping space.
$20k for a hangy down air freshener v $20k improving product… Seems a little excessive to me.
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“mesmerised”
“20k” – simply an example;”now we could have a hangy downy air freshener for an extra, errrrrrm, $20k…”
Out
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Bert,
I’m pretty sure that poster isn’t going to be winning any ‘outdoor advertising awards’ anytime soon.
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@Hmmmm
True
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