Advertising award for carsales.com.au AutoAds

AutoAds, the interactive advertising campaign developed for carsales.com.au by creative agency CHE Proximity, has been named the outright winner and recipient of Gold and Silver medals in various categories at the Caples Awards in London this week.

Now in its 40th year, the Caples Awards celebrate the best advertising of the year, as judged by 22 industry experts from around the world. The motto for the advertising award program is 'creative that works'.

Not only did the jury unanimously bestow the highest honour on AutoAds, the viral advertising campaign also picked up Gold-medal wins in Branded Content, Digital B2C and Integrated categories, plus Silver medals for Innovation, Radical New Strategy and Traditional Media.

According to the jury, the campaign produced "exceptional results, driving both sales of cars and sales of advertising" and "helped strengthen the brand's reputation".

For a limited time earlier this year, the AutoAds campaign offered carsales.com.au customers an opportunity to tailor a car advertisement using creative multimedia elements in what the jury described as: "an inspiring example of how Programmatic can be used imaginatively to remarket a different, fresh and funny ad to potential car-buyers time after time."

In technical terms, AutoAds was a cloud-based platform that merged the details of a vehicle for sale (and its owner's details) with over 5000 pre-recorded audio and visual clips. Over 1.2 trillion potential combinations were available, offering every customer a unique take on his or her vehicle for sale.

"We are thrilled to receive this award," said Kellie Cordner, Chief Marketing Officer at carsales.com.au.

"Our whole team at carsales is extremely proud. Our brief to CHE Proximity was to create something unique, sharable and engaging for our sellers to get the word out that their car is up for sale. They nailed it.

"AutoAds not only delivered on our key requirements, it was also the first campaign of its type for the Australian auto category, and we have been overwhelmed with the positive feedback from our customers."