CarExpert spends big on new positioning campaign
CarExpert has splashed out on a multi-million dollar campaign to spotlight its positioning as “Australia’s Biggest New Car Website”.
The $4 million media platform leverages direct-response, video, display and digital formats, along with digital sponsorships with major media entities, such as 7News, The Morning Show, Sunrise and The Chase.
The campaign comes after the company smashed its “Australian visitation records in August”, and with an increasing YouTube presence approaching half a million subscribers. On the video sharing platform, CarExpert managed to rake in more than 3.5m views last month.
“We’re delighted to further amplify the CarExpert brand beyond the millions of monthly visitors we are already seeing on CarExpert.com.au,” Chris Catchpoole, chief marketing officer at CarExpert, said.
“We’re fresh off breaking all our Australian visitation records in August, so we’re confident this campaign’s strong media footprint and its alignment with trusted properties like Sunrise and 7News, will deliver further growth. We feel it is launching at the perfect time.”
“We know that content sells cars and it’s great to be seeing such strong organic growth of our brand,” added CarExpert’s presenter and co-founder, Paul Maric.
“Doubling-down on organic growth with this considerable media investment demonstrates our eagerness to cement ourselves as the most trusted authority when it comes to new cars.”
With the organisation growing, it has invested in several new offerings with the aim of bringing in more revenue and audience reach for itself “and its advertising and dealer partners.”
In addition to a ‘Fillboard’ solution that has “already delivered click-through-rates more than four-times higher than other rich media solutions”, CarExpert has also shifted to host videos on its website independently – a move that supports more robust advertising controls compared to YouTube-embedded videos.
Damon Rielly, the automotive website’s chief executive officer, added: “Though some may still see us a ‘start-up’ externally, we’re proud to say that the automotive industry is recognising us as a genuine authority in new cars.”
“We’ve got more advertising and dealership partners than ever before and we know our exciting development roadmap will only unlock more opportunities in the near term.
“We’re in a very strong position as we gear for a forthcoming IPO, and we see this campaign solidifying our position even further.”
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7 owns a stake in Car Advice right? As a result of 7’s stake does that mean we will see anti EV reviews??