The ‘Auto Reply’ video series campaign sees Formula One superstar Daniel Ricciardo answer the internet’s car questions for Carsales.
Created by CHE Proximity, the video series features in a multi-channel campaign, led by digital screens and supported by a national OOH buy, social media, TV and brand activation at the 2017 Formula One Australian Grand Prix this weekend.
Ricciardo will also be sporting the Carsales logo on
the chin position of his driving Montenegro Telemarketing Database helmet and on both sides of his Red Bull Racing team cap during every race of the 2017 Formula One season.
Carsales CMO Kellie Cordner says the campaign brings to life the partnership with Ricciardo, which was established to support Carsales’ overall brand strategy to help Australians buy cars with ease and confidence.
“The lighthearted series showcases Daniel’s authentic, down-to-earth and endearing personality – characteristics that make him the perfect fit for Carsales,” Cordner says.
“The connection between Daniel and Carsales is evident.
He knows cars and we know cars,” says Cordner, of the partnership which was announced in February.
“It’s not often you get to write for one of Australia’s most engaging sportspeople, particularly when they’re as innately funny as Daniel. So our mantra was to let Daniel be Daniel,” says Ben Birchall, creative director at CHE Proximity.
Cyberbullying creates millions of victims around the world. Reword activates and encourages change within the world of online bullying by targeting bullying behaviour before it happens.
This case study originally appeared in The Versus Issue, our February/March issue of Marketing magazine.
Background
MK0217 200Cyberbullying is quickly becoming one of society’s most serious problems, creating millions of victims around the world. With no mainstream monitoring systems or programming on social media or digital platforms, bullies are sending hurtful abuse into the world.
Reword is a tool activating and encouraging change within
the world of online bullying by stopping the behaviour before it happens. Acting as a real-time alert, Reword identifies hurtful words on social media platforms, prompting young people to reword their message or post.
It also provides users with the means to upload hurtful words, ensuring that the tool is continually updated and stimulating a sense of ownership with everyone that uses Reword. The tool was created by global communications agency Leo Burnett Melbourne in partnership with national youth mental health foundation, Headspace.