F.Y.I.

Carsales wins Caple Awards for AutoAds campaign

Carsales has won the top prize at The Caple Awards in London for its AutoAds campaign, produced by CHE Proximity.

The announcement;

carsales grabs Caples Award for viral Aussie first AutoAds

carsales’ innovative AutoAds campaign has won top honours at The Caples Awards in London.

The Caples Awards is the world’s leading advertising award program and recognises ‘creative work that works’.

AutoAds was produced in conjunction with carsales’ creative agency, CHE Proximity.

Celebrating its 40th anniversary, The Caples Awards brought together 22 judges from around the world including Australia, Belgium, Spain, South Africa, the UK and the USA.

The jury was unanimous in awarding Best in Show to CHE Proximity Australia for the carsales.com.au Auto Ads.

The jury noted that the campaign not only had “exceptional results, driving both sales of cars and sales of advertising”, but also “helped strengthen the brand’s reputation”.

“Moreover, this is an inspiring example of how Programmatic can be used imaginatively to remarket a different, fresh and funny ad to potential car-buyers time after time,” the panel stated.

Kellie Cordner, carsales Chief Marketing Officer said the award was global recognition of carsales’ culture of imbedded innovation.

“We are thrilled to receive this award. Our whole team at carsales is extremely proud. Our brief to CHE Proximity was to create something unique, sharable and engaging for our sellers to get the word out that their car is up for sale. They nailed it,” said Cordner.

AutoAds provided every second-hand car listed on carsales, for a limited time, with a personalised, big-budget-style car ad with a twist, to share on Facebook. The option was at no cost to consumers.

“AutoAds not only delivered on our key requirements, it was also the first campaign of its type for the Australian auto category, and we have been overwhelmed with the positive feedback from our customers,” Cordner stated.

Ant White, Chief Creative Officer CHE Proximity said: “AutoAds is proof of what’s possible when you bring the right people together around a great creative idea.

“Brave clients, innovative technologists and a brilliant production company and director in Tony Rogers and Guilty Films: they can all be extremely proud of the end result here,” he stated.

AutoAds is a cloud-based platform that used seller’s first party car listing details and merged it with over 5000 pre-recorded audio and visual clips. With over 1.2 trillion potential combinations, no two ads should ever the same.

In addition to taking out the overall prize, the carsales.com.au AutoAds campaign took out six other awards at the show:

  • Branded Content – Gold
  • Digital B2C – Gold
  • Integrated – Gold
  • Innovation – Silver
  • Radical New Strategy – Silver
  • Traditional Media – Silver

From a carsales media release

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