Auto Trader breaks outdoor campaign
By Adnews Staff
Publisher Trader Media has begun a new outdoor ad campaign to promote its Auto Trader title. The campaign is running in the Greater Toronto Area and Hamilton, ON. The creative, developed by John St. of Toronto, makes use of real car listings from the publication that appear to have been torn from the billboard, leaving metal girders and particle board exposed. The Auto Trader logo and the tagline, “Find Yours” remain visible on the remaining fragment of the listing. “We wanted to do something that spoke to how people actually use our publications,” said Christine Bellefontaine of Auto Trader. “When people spot the right vehicle for them, they rip the ad out of the magazine and act on it right away. This creative really reflects the excitement our readers feel when they find theirs.”