Auto Trader

Auto Trader
Tell New Zealand About Your Car
  • Services
  • Campaign
  • Production
  • Brand Strategy
  • Brand Identity
  • Brand Implementation
  • Web Design
  • Art Direction
  • Copy Writing
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.
 
Auto Trader
Tell New Zealand About Your Car
  • Services
  • Campaign
  • Production
  • Brand Strategy
  • Brand Identity
  • Brand Implementation
  • Web Design
  • Art Direction
  • Copy Writing
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.
0% Played