AutoTrader.ca breaks new campaign
Toronto-based AutoTrader.ca has begun a new markeing campaign intended to increase awareness of the brand and attract users to its recently-redesigned website. The national campaign, called "The Most Cars in One Place," was developed by DDB Canada of Toronto. It includes two television commercials called "Date" and "Stoplight" that use humour to depict situations in which car owners realize their current vehicle is no longer right for them. These are being supported with online advertising, social media activities and public relations. The campaign will run for the rest of the year. Media planning and buying was handled by OMD Canada. "To create awareness of AutoTrader's offering, all campaign elements communicate that AutoTrader.ca offers the largest inventory of used and new vehicles in Canada," said Michael Davidson, senior vice-president at DDB Canada. "Delivering this message in a fun and lighthearted way will get attention, drive interaction and deepen an emotional connection with the brand."