autoTRADER.ca: The Most Cars in One Place

This campaign aimed to reposition autoTRADER Canada as a digital business, where previously it had been seen as a print brand only.

autoTRADER.ca: The Most Cars in One Place

DDB Canada

Section I — Basic information

Business Results Period (Consecutive Months): February 1 2012 - July 31 2012

Start of Advertising/Communication Effort: February 1 2012

Base Period as a Benchmark: February 1 2011 - July 31 2011

Section II — Situation analysis

a) Overall Assessment

For over 25 years, in nearly every convenience store, one magazine was THE go-to-source for Canadians looking to buy and sell their used vehicles. A part of Canadian culture, autoTRADER's print publication business profited from car dealers who listed their used inventory in the magazines...

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