Carsales unveils new brand platform ‘Everything You Auto Know’ via BMF

Carsales has launched its new ‘Everything You Auto Know’ brand positioning, with a view to reinforce its market-leading status, partnering with creative agency BMF for the ad campaign.

The campaign, which launched nationally overnight with a new TVC ‘Grandma’s Hands’, highlights Carsales as Australia’s most trusted place to buy, sell, and be the go-to resource for everything cars.

The clip features two grandmas driving down a country road, carefree and enjoying a Bill Withers tune.

CMO Kellie Cordner said Carsales is “uniquely placed to empower Australians to have a positive experience when buying, selling and owning a car.

“We are acutely aware of the trepidation many Australians feel when buying a high value item with an often low base of knowledge and we have set our 600+ staff to rally to the call to make the buying, selling and owning of cars hassle free, so we can all get that joy and freedom that having a set of wheels offers.

Cordner continued: “Market dynamics and consumer expectations are constantly changing and it’s important for us to evolve our brand in line with this. We’ve enjoyed working with BMF and are excited to reinforce our unique position in the market as Everything You Auto Know, in a big way.

“As a brand platform we think it’s simple and can hold both emotional and rational messages to help further showcase much of what we do.

The ‘Everything You Auto Know’ brand campaign will roll out across print, TV, OOH, radio, and premium digital, in metro and regional. It features Bill Withers’ classic track ‘Grandma’s Hands’, with BMF revealing the choice of music was key in establishing the feeling state and emotion of the ad.

Cordner said that BMF’s “creative lens” allowed Carsales to take its brand “to the next level” and “create more meaningful and memorable connections through a multi-channel campaign.”

BMF creative director, Douglas Hamilton,  said Carsales’ deep knowledge of all things automotive is what sets the site apart from competitors.

“This campaign positions them as the one stop shop for all your auto questions. Solving your worries so you’re free to enjoy the upside of car ownership. Like airsurfing to a classic Bill Withers track.”


Client: carsales

Chief Marketing Officer: Kellie Cordner
General Manager, Group Marketing: Rebecca Rizzo
General Manager, Consumer Marketing: Priya Kanniappan
Senior Marketing Manager: Anthony Potenza
Digital Marketing Manager: Caitlin Retell

Creative Agency: BMF

Chief Creative Officer: Alex Derwin
Creative Director: Douglas Hamilton
Chief Strategy Officer: Christina Aventi
Senior Strategy Planner: Josef Wimberger
General Manager: Paul Coles
Group Account Director: Edward Hughes
Account Director: Denniz Post
Head of TV: Jenny Lee-Archer
Production Company: Scoundrel
Director: Tom Noakes
Producer: Morgan Benson-Taylor
Executive Producer: Adrian Shapiro
Art Director: Alex Holmes
Cinematographer: James Brown
Offline Editor: Adam Wills
Post Production: Blockhead
Colourist: Fergus Rotherham
Online Artist: Stu Cadzow
Post Producer: Charlotte Plowman
Music: Level Two / ‘Grandma’s Hands’ by Bill Withers
Sound House: Rumble Studios
Sound Engineer: Tone Aston
Sound Producer: Michael Gie

Media agency: Rapid Media

Managing Director: Vaughan O’Connor
Account Director: Kate Turner
Senior Account Manager: Charlotte Jackson


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