carsales launches new ‘Everything You Auto Know’ brand platform via BMF


carsales loves cars – shamelessly so… and has launched its new brand repositioning via BMF to reinforce its market leadership via Everything You Auto Know.


carsales partnered with BMF to bring its knowledge and passion for the automotive category to life with a creative flare set to resonate with all Australians and start to shift the reputation of Australia’s most trusted place to buy and sell to be the go-to for everything cars.

The first phase of this campaign launched nationally last night with carsales’ new TVC “Grandma’s Hands.”

Says Kellie Cordner, chief marketing officer, carsales: “With our category expertise, product innovation and brand trust, carsales is uniquely placed to empower Australians to have a positive experience when buying, selling and owning a car.

“We are acutely aware of the trepidation many Australians feel when buying a high value item with an often low base of knowledge and we have set our 600+ staff to rally to the call to make the buying, selling and owning of cars hassle free, so we can all get that joy and freedom that having a set of wheels offers. We have exciting plans to continue to innovate in the category and felt now is the right time to start to shift the reputation and positioning of Australia’s #1 for cars.

“Market dynamics and consumer expectations are constantly changing and it’s important for us to evolve our brand in line with this. We’ve enjoyed working with BMF and are excited to reinforce our unique position in the market as Everything You Auto Know, in a big way. As a brand platform we think it’s simple and can hold both emotional and rational messages to help further showcase much of what we do.

Adds Cordner: “BMF’s creative lens has helped take our brand to the next level and create more meaningful and memorable connections through a multi-channel campaign that will run across Print, TV, OOH, Radio and premium digital environments across all of Australia both in metro & regional.”

User-friendly, efficient and stress-free, carsales gives people the knowledge and tools they need to make informed decisions about their cars – whether buying, selling, owning or even dreaming.

Says Douglas Hamilton, creative director, BMF: “While carsales is known for buying and selling cars, it’s their deep knowledge of all things automotive that stands them apart. This campaign positions them as the one stop shop for all your auto questions. Solving your worries so you’re free to enjoy the upside of car ownership. Like airsurfing to a classic Bill Withers track.”

‘Grandma’s Hands’ evokes a natural and authentic feeling of ‘Grandma’ living her best life as a confident, free spirit who exudes confidence. The concept for the ’Grandma’s Hands’ ad was essentially born out of the original Bill Withers track – iconic, memorable and soulful. The choice of music was key in establishing the feeling state and emotion of the ad.
Whether Aussies are experts or rookies, searching on a desktop or app, and planning around a budget or ready for something more luxurious, carsales is for everyone.

To round up the launch, carsales’ newly created manifesto highlights its brand positioning as Everything You Auto Know.

Client: carsales
Chief Marketing Officer: Kellie Cordner
General Manager, Group Marketing: Rebecca Rizzo
General Manager, Consumer Marketing: Priya Kanniappan
Senior Marketing Manager: Anthony Potenza
Digital Marketing Manager: Caitlin Retell

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Douglas Hamilton
Chief Strategy Officer: Christina Aventi
Senior Strategy Planner: Josef Wimberger
General Manager: Paul Coles
Group Account Director: Edward Hughes
Account Director: Denniz Post
Head of TV: Jenny Lee-Archer
Production Company: Scoundrel
Director: Tom Noakes
Producer: Morgan Benson-Taylor
Executive Producer: Adrian Shapiro
Art Director: Alex Holmes
Cinematographer: James Brown
Offline Editor: Adam Wills
Post Production: Blockhead
Colourist: Fergus Rotherham
Online Artist: Stu Cadzow
Post Producer: Charlotte Plowman
Music: Level Two / ‘Grandma’s Hands’ by Bill Withers
Sound House: Rumble Studios
Engineer: Tone Aston
Sound Producer: Michael Gee

Media agency: Rapid Media
Managing Director: Vaughan O’Connor
Account Director: Kate Turner
Senior Account Manager: Charlotte Jackson

carsales launches new ‘Everything You Auto Know’ brand platform via BMF