First national campaign for Auto Trader begins
By Adnews Staff
Toronto-based Trader Corporation broke its first national advertising campaign yesterday to promote its Auto Trader publication. The campaign, which uses the tagline “Come meet your match,” consists of television, outdoor and online advertising developed by John St. of Toronto. “The campaign parodies the advertising approach of online dating sites, featuring earnest people looking for their perfect partner,” said Angus Tucker, the agency’s co-creative director. “Finding the right car and finding the right partner are pretty similar searches. There’s a lot at stake and you don’t want to blow it. Playing off the world of online dating was a simple way of getting the ‘meet your match’ idea across in a really fun way.” A 30-second television commercial began airing yesterday. Fifteen-second ads will break later this month. Media buying and French-language adaptation were handled by Cossette Communications Marketing. The online component was created by Tribal DDB.