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’.

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.

CarsGuide billboard 2



  • 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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