AutoTrader has the most cars in one place

With the shift from print to digital publishing, AutoTrader's magazine format became outdated, and thanks to Craigslist and Kijiji, Canadians suddenly had thousands of vehicle listings at their fingertips, without having to trudge to the corner store.

The challenge for DDB was to reposition AutoTrader from a print to digital publication, and make a compelling destination for both dealers and consumers. has the largest used car inventory in the country, and DDB needed to attract a broader demographic and more high-calibre eyes to the newly revamped website.

To drive potential buyers to the site, DDB launched a campaign driven by its core differentiator, "The Most Cars in One Place." Two TV spots depict a humorous world where, no matter what the reason for selling or buying a vehicle, is the must-visit destination.

Online display media highlighted's singular focus on vehicles versus the garage sale offering of Kijiji. A unique Facebook app dubbed "The AutoLyzer" was created to help Canadians discover car options to suit their individual needs, based on their own unique Facebook profiles.

Monthly unique visitors to the site have rapidly increased since the campaign launch, while the AutoLyzer app and PR program have created a groundswell of interest in the brand, resulting in more than 265 million impressions.