2021 Winner
SilverBest in Video
BronzeBest in Automotive
AutoTRADER
"AI-Powered Creativity"
Jungle Media
"AI-Powered Creativity"
Jungle Media
AutoTRADER is all about helping Canadians find their perfect match in cars, and this case is an example of the first time Artificial Intelligence has been able to match creativity and functionality from a traditional media perspective.
Based on the insight that people idolize and want cars that are featured in TV shows, the agency was able to find ultra contextually relevant environments for AutoTrader to communicate their brand and demonstrate their value.
Using AI and visual recognition for the first time ever in Television allowed them to execute the idea at a scale, and for a cost that would not have been possible using conventional means.
From TV shows like Hawaii 5-0 to movies like Back to The Future, cars are often cast in key roles. The cars become iconic and are idolized by the audience who often want one for themselves. This is the perfect environment for AutoTRADER, who help consumers find the cars of their dreams. Armed with the knowledge that context helps drive awareness, they wanted to insert themselves into those key moments when cars, trucks, and other modes of transport play a role in TV shows.
The idea was simple. They found moments in TV shows when a car, SUV, truck, motorbike, RV, snowmobile etc. appeared, and then inserted an AutoTRADER lower 1/3rd ad unit featuring the same vehicle with messaging about finding a great price for that vehicle on AutoTRADER.ca.
Although the idea was simple, the execution would traditionally not be. Using conventional means, it would require a very manual process. A dedicated team would be needed to find the moments beforehand and insert the lower 1/3rds manually.
Instead, they partnered with Corus Media and used Artificial Intelligence for the first time ever. The AI sourced these moments and inserted relevant lower thirds in real time that correlated with the content, i.e. truck displayed on screen, a truck lower third would run. To date, the lower thirds have aired over 685 times in contextually relevant moments driving awareness, engagement and
affinity of AutoTRADER.
AutoTRADER is so pleased with the results that they have extended the campaign by an additional month and are looking for options to explore this in French Canada as well for autoHEBDO.
AutoTRADER’s site traffic has seen unprecedented growth since running this campaign. Website visits are up 33% YOY, and New Users are up 35% YOY.
Based on the insight that people idolize and want cars that are featured in TV shows, the agency was able to find ultra contextually relevant environments for AutoTrader to communicate their brand and demonstrate their value.
Using AI and visual recognition for the first time ever in Television allowed them to execute the idea at a scale, and for a cost that would not have been possible using conventional means.
From TV shows like Hawaii 5-0 to movies like Back to The Future, cars are often cast in key roles. The cars become iconic and are idolized by the audience who often want one for themselves. This is the perfect environment for AutoTRADER, who help consumers find the cars of their dreams. Armed with the knowledge that context helps drive awareness, they wanted to insert themselves into those key moments when cars, trucks, and other modes of transport play a role in TV shows.
The idea was simple. They found moments in TV shows when a car, SUV, truck, motorbike, RV, snowmobile etc. appeared, and then inserted an AutoTRADER lower 1/3rd ad unit featuring the same vehicle with messaging about finding a great price for that vehicle on AutoTRADER.ca.
Although the idea was simple, the execution would traditionally not be. Using conventional means, it would require a very manual process. A dedicated team would be needed to find the moments beforehand and insert the lower 1/3rds manually.
Instead, they partnered with Corus Media and used Artificial Intelligence for the first time ever. The AI sourced these moments and inserted relevant lower thirds in real time that correlated with the content, i.e. truck displayed on screen, a truck lower third would run. To date, the lower thirds have aired over 685 times in contextually relevant moments driving awareness, engagement and
affinity of AutoTRADER.
AutoTRADER is so pleased with the results that they have extended the campaign by an additional month and are looking for options to explore this in French Canada as well for autoHEBDO.
AutoTRADER’s site traffic has seen unprecedented growth since running this campaign. Website visits are up 33% YOY, and New Users are up 35% YOY.
Credits
Kate Clement, Buying Director, Jungle MediaStuart Galloway, Planning Director, Jungle Media
Ian Macdonald, Chief Marketing Officer, AutoTrader
Lilian Lau, VP Marketing, AutoTrader
Corus Media