CarsGuide & BWM Dentsu Strike Down On Those Who Sell Contact Details

With the help of BWM Dentsu, challenger brand CarsGuide took to the Melbourne skies last weekend, positioning itself as the top company – literally – for online automotive transactions, tools and advice.

In a bold move, CarsGuide positioned a lightning-embossed blimp over direct competitor CarSales’ head offices, alongside a billboard reading ‘Let lightning strike those who sell your contact details to dealers’.

CarsGuide head of marketing, Glen Knowles, said the company wanted to raise awareness of the difference between its “open” model versus its competitor.

“In January, we completely changed our business model, offering an open and transparent transaction experience compared to that of our competitor. BWM Dentsu has created a campaign that is an excellent reflection of our ongoing journey to become consumer champions,” said Knowles.

“The blimp and the billboard aren’t your usual campaign elements and BWM Dentsu has done another great job on bringing to life our difference as a brand,” added Knowles.

Asheen Naidu, BWM Dentsu executive creative director, said working with CarsGuide on such a disruptive campaign was an exciting opportunity for the agency.

“This campaign has been exceptionally fun to work on. Since we began our journey with CarsGuide in August last year, it has given us the chance to be truly innovative, and this campaign reflects its bold brand personality perfectly,” Naidu said.

The campaign, which also includes radio and TVCs, has been in market since 31 May and runs until August.