Download For Immediate Release

For Immediate Release Date
March 4, 2013
Location Toronto
Buying or Selling a Car? There’s a Better Way, Says autoTRADER.ca
New brand positioning by DDB Canada gets the green light
Toronto, Ontario, March 4, 2013 - Car buyers and sellers can avoid going to extreme lengths to
get deals done with a simple visit to autoTRADER.ca, according to a new national marketing
campaign that launches today.
Continuing the pace it set with its 2012 CASSIES Grand Prix winning “The Most Cars in One Place”
campaign, the new effort bolsters the brand’s leadership position in Canadian online vehicle
inventory, says Ian MacDonald, autoTRADER.ca director of marketing. While the 2012 campaign
was focused on increasing awareness and driving traffic to autoTRADER.ca, the 2013 campaign
highlights the site’s multitude of buying and selling tools.
“We are now evolving our advertising to promote the fact that in addition to having the largest
inventory of new and used vehicles, autoTRADER.ca also offers free listings, price valuations, over
20,000 unbiased car reviews written by owners, and best-in-class mobile apps to help consumers
confidently make an informed purchase or successful sale,” says MacDonald.
The integrated campaign developed by DDB Canada Toronto kicks off with two TV spots, “Bank
Job” and “Parking Garage,” and digital advertising, which includes an interactive car chase game.
Depicting extreme situations of people trying to buy and sell vehicles, the creative advertising
communicates the advantages that autoTRADER.ca provides. The new creative and positioning
launches today, with a scheduled rollout of radio, outdoor and social media marketing to begin later
this spring. The campaign is rounded out by public relations efforts planned throughout the course
of 2013.
“Most people aren’t car experts,” says Mike Davidson, Senior Vice President, DDB Canada. “So
buying or selling a vehicle can be an intimidating and stressful process. autoTRADER.ca offers a
suite of tools to facilitate the endeavour and help consumers shop for vehicles with more
confidence. This new positioning provides a great creative opportunity to demonstrate the various
tools and innovations with which autoTRADER.ca arms consumers.”
The new campaign is scheduled to be in market for the remainder of 2013 with Ocean Media Inc.,
responsible for media buying and planning.
About TRADER Corporation
TRADER Corporation is a trusted Canadian leader in print and online media, managing automotive
consumer marketplaces and publications. The company’s primary online destinations include:
autoTRADER.ca™, autoHEBDO.net™, Autos.ca and BuySell.com. autoTRADER.ca offers the
largest inventory of new cars and inventory of used cars in Canada, available via our website and
mobile applications. Visitors buy or sell cars, trucks or other motorized vehicles quickly, easily and
conveniently. Buyers can search based on vehicle model, make, colour and geographic location to
find the deal that is right for them. Autos.ca is the online destination for auto enthusiasts, featuring
car news and car reviews from well-known automotive journalists. Follow autoTRADER.ca on
Facebook or on Twitter.
About DDB Canada
Named Strategy’s 2012 Agency of the Year and Digital Agency of the Year, DDB Canada is the most
creatively acclaimed, internationally recognized marketing communications agency in Canada.
Known for advertising that generates significant results for clients, DDB Canada is a “total
communications company” whose fundamental belief is that creativity is the most powerful force in
business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency’s
integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB
(digital), Karacters Design Group, Rapp Canada (direct), Radar DDB (social), DDB Hodes
Recruitment Communications (recruitment marketing) and Shopper DDB (shopper marketing).
- 30 For more information or interviews, please contact:
Gabrielle Totesau
416.963.4539
[email protected]