CREATIVE BRIEF

Client:
AutoTrader Magazine
Assignment:
Launch of “Luxury Trader” Magazine
Who are we talking to?
Men & women 25-55 (Skew: 35 male) who are selling or buying a vehicle worth $35k+
What must the advertising accomplish?
To launch a new sister publication called “Luxury Trader” magazine.
What is the one key idea to be communicated?
Finally, a magazine dedicated to luxury vehicles with full colour pictures.
Why should they believe this?
AutoTrader is the #1 magazine for car buyers and sellers. Therefore, this dedicated magazine is the place to sell luxury vehicles.
What does the target think of you now?
That all makes and models are all mixed into one weekly black & white newsprint publication.
What do you want them to think after they’ve heard the campaign?
That AutoTrader now offers a new full-colour glossy weekly magazine dedicated to luxury vehicles.
Brand Personality:
Upscale, but approachable. Smart with a sense of humour.
Executional Considerations:
The established 5-second harmonica AutoTrader sting should make an appearance at the end of the spot. Make sure there is enough time for these 5 seconds.
This might help—
AutoTrader offers the biggest vehicle marketplace. The most listings and biggest online website. The most buyers and the most sellers converge here daily. Luxury Trader is available at newsstands everywhere.