Listings site wins top award
A campaign by Auto Trader – called Tell New Zealand About Your Car – has been recognised with top honours at the annual awards run by the Out of Home Media Association Aotearoa (OOHMAA).
The listings website scooped the grand prix for best out-of-home campaign along with best use of channel and the “be seen” award.
OOHMAA’s top prize is given to the most attention-grabbing campaign overall that “mixes strong creative and outstanding use of the channel”.
The judges say: “This campaign was a masterclass in seamlessly integrating out of home to drive audience participation. It was big, bold and beautifully crafted – demanding attention without being over the top.
“The design struck the perfect balance between impact and elegance with a modern, consistent visual style and sharp, humorous copy that created an authentic Kiwi brand experience. Every element felt intentional, from the subtle design details to the economical use of language.”
OOHMAA is a not-for-profit industry body representing key outdoor media display companies, which collectively contribute about 95 per cent of total out-of-home advertising industry revenue.
Auto Trader’s 30-second television commercial, meanwhile, earned a silver at the Axis Awards, which are run by the Commercial Communications Council. No gold was awarded in the category, making it the best television ad in New Zealand for 2024.
The campaign, designed to encourage private sellers to list with Auto Trader, had a twist. It turned a car listing into a national headline and gave Kiwis the chance to win their own billboard. Click here to watch a video from the campaign.
Since the campaign was launched Auto Trader says total enquiries have grown by a “massive” 50 per cent. It adds more private sellers means more people are looking to upgrade their car and there are “more Kiwis on the website, more eyes on listings, more potential leads and more chances to connect with serious buyers”.
The company reports it reached 305,000 users in March, its highest number in a single month.
“With more eyes on the site, it’s no surprise this led to more leads. Leads are where the magic happens and we’re seeing a 40 per cent increase from March 2024. Even better, 40 per cent of buyers enquired about finance.
“We’ve also upgraded our search bar to support keyword searches so buyers can now search for exactly what they want, like ‘towbar’ or ‘sunroof’.
“This is the first edition of keyword search and constant work is being made to make it the best possible user experience. That means your listings need to stand out at the right time.”
