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drive.com.au shifts into high gear

  • 18 November, 2004 15:21

<p>New advertising campaign to promote premium online automotive information source</p>
<p>18 November 2004 – drive.com.au, the motoring website of Fairfax Digital, The Sydney Morning Herald and The Age, has embarked on a national advertising campaign and re-launched the site with new content and enhanced functionality.</p>
<p>The new advertising focuses on empowering motorists with knowledge on all aspects of the car buying and selling process. By using drive.com.au consumers can become instant car buying and selling experts.</p>
<p>drive.com.au’s new tagline, “Buy, sell and know cars,” explains the renewed site’s prime purpose. Including radio, print, online and outdoor media, as well as trade direct mail, the campaign commenced this month and continues throughout Summer 2004/2005.</p>
<p>Pre-campaign consumer research determined the messages that would achieve the strongest cut-through in an undifferentiated category. The resulting advertisements clearly communicate, across various media, the value that drive.com.au provides users.</p>
<p>“Undeniably, the online motoring market is becoming increasingly popular, with no one player currently standing out from the rest,” commented Ms. Julie Coffey, General Manager of drive.com.au. “We intend to establish market leadership by being known as ‘the’ automotive website that all Australian’s think of when they’re seeking to buy, sell or simply know more about cars.”</p>
<p>Humorous and informative radio spots will focus on key features available on the website such as: selling a car; car reviews from Australia’s leading motoring journalists; car comparisons; valuations; and consumer empowerment. The radio schedule covers breakfast, drive, traffic reports and motoring programmes.</p>
<p>The campaign will also provide value to the hundreds of car dealers and manufacturers currently advertising on drive.com.au as a strong source of quality sales leads.</p>
<p>Features for sellers include the ability to measure the number of:
• People requesting seller contact details
• Email enquiries sent to the seller
• People viewing the sellers’ vehicles</p>
<p>“drive.com.au now leads the way in online motoring through a user-friendly product, smart technology, strong industry relationships and fresh marketing,” continued Ms. Coffey. “We are a vital part of our clients’ marketing mix, providing targeted advertising packages which support their brands as well as driving quality leads that convert to sales.</p>
<p>“Motoring industry stakeholders to benefit from our new product and marketing push include manufacturers, dealers, distribution partners and car leasing, insurance and finance companies.</p>
<p>“Through the campaign buyers and sellers will discover that drive.com.au is the most authoritative Australian online motoring information source.”</p>
<p>The most significant site enhancement is the bolstering of drive.com.au’s comprehensive content into three logical streams:</p>
<p> Buy cars – users can find out what car is right for them by comparing, valuing and reviewing cars and trends
 Sell cars – sellers can learn how to maximise return from a sale and place an advertisement here
 Know cars – learn everything you will need to know about cars in this constantly updated resource for the motoring information-seeker</p>
<p>Online motoring picking up pace
“The online motoring market is evolving swiftly, with the number of unique visitors using automotive sites growing annually by 40 per cent in the past three years to July 2004 ,” said Ms. Coffey. “Combine this with the fact that nearly 60 per cent of private sellers now use a mix of newspaper and online , and the need for increased presence by the online motoring sector becomes clear.</p>
<p>“The landscape for the Australian car buyer is changing and dealers and manufacturers need to keep pace,” Ms. Coffey concluded. “Buyers and sellers are now much more in tune with what a car is worth as a result of changing vehicle search habits. The online arena has empowered consumers like never before.”</p>
<p>Advertising credits
Agency: george
Creative Director: George Tomeski
Media buyer: Initiative
-ends-</p>
<p>About drive.com.au
Established in 1999, drive.com.au is a leading Australian automotive website. It offers comprehensive information an all aspects of buying, selling and researching cars. drive.com.au is part of Fairfax Digital.
drive.com.au boasts strategic partnerships with industry leaders such as Yahoo! Australia &amp; NZ Cars, Search on Google, Sensis and OptusNet as well as Web Publications Pty Ltd, publishers of the autoweb.com.au and autospeed.com automotive websites. For more information visit www.drive.com.au.</p>
<p>Media queries</p>
<p>Gerard Mansour, Red Agency, 02 9955 7877/0411 349 476, gerard.mansour@redagency.com.au</p>

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