CarsGuide targets CarSales in new campaign from BWM Dentsu
CarsGuide is going after its competitors in a new campaign which aims to raise awareness of the difference between CarsGuide’s model and its competitor.
The stunt, created by BWM Dentsu, saw CarsGuide position a lightning embossed blimp directly over competitor CarSales’ head office in Melbourne alongside a billboard reading ‘Let lightning strike those who sell your contact details to dealers’.
https://www.youtube.com/watch?v=OtiplbfRbEw&feature=youtu.be
CarsGuide head of marketing Glen Knowles said the company wanted to raise awareness of the difference between its “open” model versus its competitor: “In January, we completely changed our business model, offering an open and transparent transaction experience compared to that of our competitor. BWM Dentsu has created a campaign that is an excellent reflection of our ongoing journey to become consumer champions.
“The blimp and the billboard aren’t your usual campaign elements and BWM Dentsu has done another great job on bringing to life our difference as a brand.”
BWM Dentsu executive creative director Asheen Naidu said: “This campaign has been exceptionally fun to work on. Since we began our journey with CarsGuide in August last year, it has given us the chance to be truly innovative, and this campaign reflects its bold brand personality perfectly.”
The campaign is running across radio and TV and is running until August.
Credits:
- Creative Agency: BWM Dentsu
- Chief Creative Officer: Rob Belgiovane
- Executive Creative Director: Asheen Naidu
- Creative Director: Shanan Goldring
- Writer: Zac Pritchard
- Head of Business Development: Jen Peace
- Senior Producer: Simon Holdaway
- Onscreen Producer: Margot Fitzpatrick
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Creative, but… was it impactful?
One expects they’ll get more out of the PR than the billboard and stunt itself.
All very well and good to give credit to the creative agency, but who’s the PR agency leveraging this? Opportunity begs.
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Nothing like a little healthy competition to drive further consumer centric change to the industry!
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There is nothing creative or original about bagging your competitors, especially the market leader. 1 out of 10 #lame
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If this was illegal why don’t we know more about it? Carsguide gave my data to a dealer this year when I looked at a car. What is the difference?
Either way Carsguide/News Corpse on high horse lecturing about data is ironic when you remember the phone hacking they supported for so long.
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“Hey look, there’s the Carsales HQ.”
“They’ve floated a purple balloon over it.”
“Carsales”
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I like it
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It’s the type of idea that I’m sure seemed a lot cooler when the agency first thought of it. Much less so like this.
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Not as well executed as this
http://jumpingelephant.guru/ad.....ver-blimp/
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I’d recommend Carsguide spent as much time, energy and resources improving their product as they do on their PR and marcomms. The website is a dog’s breakfast compared to the competition.
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What a joke. carsguide has lost this potential customer. this type of campaign is unethical at best. and stinks of someone who has nothing good to say about themselves so spends their efforts trying to shit can the competitors.
I know who has will get my business. (hint: not carsguide)
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