Auto Trader

To promote its improved customized web search tools, AutoTrader relaunched in 2007 under the campaign idea “Come meet your match,” which compared the process of finding the perfect car to finding the perfect mate. The new search tools enabled prospective buyers to be even pickier (and more ruthless) than they could ever be on the dating scene.

“You can do that on AutoTrader.ca” was a TV and online campaign that demonstrated the site’s improved searchability by comparing it to the dating world. John St. created three television ads, each highlighting a specific new search feature on the site. “Research” showed how to discover the history of a car before you buy it, while “Age” showed how to narrow your search by the age of the car and “Anniversary” spoke to the fact that you can search for old or new cars. A fourth spot, “Late Night,” was produced for the phone sex and Lavalife-type dating service ads that dominate the after-11 time slot.

Unique visitors to AutoTrader.ca increased 12% versus the previous year (when the initial campaign launched at twice the media weight levels of 2008). Recall scores were significantly above Ipsos Reid norms. The campaign has received attention on the awards circuit, and was chosen to appear on World’s Funniest Commercials on TBS.