Auto Trader
Auto Trader
Tell New Zealand About Your Car
Tell New Zealand About Your Car
- Services
- Campaign
- Production
- Brand Strategy
- Brand Identity
- Brand Implementation
- Web Design
- Art Direction
- Copy Writing
- Credits
- David Thomason
- Emma Popping
- Guy Roberts
- Damien Shatford
- Sweetshop
- Troy Goodall
Auto Trader is a nostalgia brand Kiwis have affection for. Growing up in New Zealand in the 80s or 90s, you’d often find copies of Auto Trader magazine at the barber’s shop or in a friend’s garage. For anyone interested in cars, it was the go-to for buying or selling, thanks to its photos of the actual cars for sale.
As the internet emerged New Zealand's used car market became dominated by one player. There was a real need for competition. Although not a new business, Auto Trader has taken the role of challenger brand, re-branding and aiming to help Kiwis showcase their cars with the new brand positioning: "Tell New Zealand about your car." This encourages sellers to share their car's story in unexpected and entertaining ways.
As the internet emerged New Zealand's used car market became dominated by one player. There was a real need for competition. Although not a new business, Auto Trader has taken the role of challenger brand, re-branding and aiming to help Kiwis showcase their cars with the new brand positioning: "Tell New Zealand about your car." This encourages sellers to share their car's story in unexpected and entertaining ways.
Auto Trader
Tell New Zealand About Your Car
Tell New Zealand About Your Car
- Services
- Campaign
- Production
- Brand Strategy
- Brand Identity
- Brand Implementation
- Web Design
- Art Direction
- Copy Writing
- Credits
- David Thomason
- Emma Popping
- Guy Roberts
- Damien Shatford
- Sweetshop
- Troy Goodall
Auto Trader is a nostalgia brand Kiwis have affection for. Growing up in New Zealand in the 80s or 90s, you’d often find copies of Auto Trader magazine at the barber’s shop or in a friend’s garage. For anyone interested in cars, it was the go-to for buying or selling, thanks to its photos of the actual cars for sale.
As the internet emerged New Zealand's used car market became dominated by one player. There was a real need for competition. Although not a new business, Auto Trader has taken the role of challenger brand, re-branding and aiming to help Kiwis showcase their cars with the new brand positioning: "Tell New Zealand about your car." This encourages sellers to share their car's story in unexpected and entertaining ways.
In creating a new brand for Auto Trader, 4AM developed a design system named ‘Blast Mode’ to showcase cars loud and proud with a bold colour palette and modern typography. The launch included a nationwide campaign across TV, OOH, cinema, social media, and digital platforms.
The campaign launches a competition giving 10 winners each month the chance to have their listings featured on billboards and the Auto Trader homepage, providing high-impact brand promotion. A key feature was the innovative application of user-generated content through AdTrek's Dynamic Content Optimisation (DCO) system, which displayed live car listings in outdoor ads and on the website.
Together, Auto Trader and 4AM re-invented the brand with a fun and engaging way for Kiwis to sell their cars.
As the internet emerged New Zealand's used car market became dominated by one player. There was a real need for competition. Although not a new business, Auto Trader has taken the role of challenger brand, re-branding and aiming to help Kiwis showcase their cars with the new brand positioning: "Tell New Zealand about your car." This encourages sellers to share their car's story in unexpected and entertaining ways.
In creating a new brand for Auto Trader, 4AM developed a design system named ‘Blast Mode’ to showcase cars loud and proud with a bold colour palette and modern typography. The launch included a nationwide campaign across TV, OOH, cinema, social media, and digital platforms.
The campaign launches a competition giving 10 winners each month the chance to have their listings featured on billboards and the Auto Trader homepage, providing high-impact brand promotion. A key feature was the innovative application of user-generated content through AdTrek's Dynamic Content Optimisation (DCO) system, which displayed live car listings in outdoor ads and on the website.
Together, Auto Trader and 4AM re-invented the brand with a fun and engaging way for Kiwis to sell their cars.
