AutoTrader’s campaign secrets: snacks, chats, and rock n’ roll
AutoTrader recently conducted research on the activities that South Africans engage in while behind the wheel. The study, which surveyed 3,500 individuals, aimed to gain insights into how people occupy themselves during their commutes. George Mienie, the CEO of AutoTrader, shared that the findings were quite interesting.
According to the research, nearly half of the respondents (48.4%) used their driving time to engage in deep introspective conversations with themselves. Around 27% confessed to sneaking in a snack while driving, while 8% indulged in not-safe-for-work snacks. Additionally, 34% embraced their inner popstar by belting out their favorite tunes, and only 4% risked applying makeup while on the move. Surprisingly, 1.3% of participants had to handle the unexpected situation of giving birth en route to the hospital.
Mienie emphasized that cars serve as the quintessential “Happy Place” for many individuals, which inspired AutoTrader’s latest campaign. The campaign is based on the insights and data from the research. The first advertisement from the campaign has already garnered over nine million views and 32,000 engagements on social media. Mienie hinted that a second advertisement was launched just before the national rugby team’s defense of the Rugby Championship.
Angelique Lynch, the marketing director of AutoTrader, highlighted that whether individuals were snacking, applying makeup, or rocking out in their cars, they could find their “Happy Place” on AutoTrader. Lynch also mentioned that a social media post would be released soon with tips on creating a “bakkuzzi” for the upcoming summer season.
The campaign was created in collaboration with the advertising agency Retroviral. The team behind the ads included Mike Sharman, the Chief Creative Officer, Pippa Misplon, the Managing Director, Koketso Masisi, and Kgothatso Maditse as Creative Directors, and Ashleigh Wilson as the Art Director. The production was managed by Spitfire, with Katlego Baaitse as the director and Liesl Lategan as the Executive Producer.
Overall, AutoTrader’s campaign about the activities that South Africans engage in while driving has captured the attention of many, resonating with the idea that cars are more than just a mode of transportation – they are personal sanctuaries where people can truly let loose and be themselves.