Onlien review site CarExpert has launched a $4 million multi-format media campaign ahead of a planned IPO.
The campaign promotes the brand’s positioning as "Australia’s Biggest New Car Website" using a combination of video, digital, display and direct-response.
The campaign extends into digital sponsorships of Sunrise, The Morning Show, The Chase and 7News,
“We’re delighted to further amplify the CarExpert brand beyond the millions of monthly visitors we are already seeing on CarExpert.com.au,” chief marketing officer Chris Catchpoole said.
“We’re fresh off breaking all our Australian visitation records in August, so we’re confident this campaign’s strong media footprint and its alignment with trusted properties like Sunrise and 7News, will deliver further growth. We feel it is launching at the perfect time.”
The website's video presence on YouTube is nearing 500,000 subscribers, attracting 3.5 million views in August.
CarExpert co-founder and presenter Paul Maric said the brand is committed to strengthening its position as the trusted authority on new cars.
“We know that content sells cars and it’s great to be seeing such strong organic growth of our brand,” he said.
“Doubling-down on organic growth with this considerable media investment demonstrates our eagerness to cement ourselves as the most trusted authority when it comes to new cars.”
The business has rolled out a number of new products that it hopes will drive further audience and revenue for CarExpert and its advertising and dealer partners.
Among the recent additions is a new “fillboard” product which has already delivered click-through-rates more than four-times higher than other rich media solutions.
The band has also moved to independently hosting videos on its site, affording greater advertising controls.
CarExpert CEO Damon Rielly said the brand is in a very strong position for its upcoming IPO.
“Though some may still see us a ‘start-up’ externally, we’re proud to say that the automotive industry is recognising us as a genuine authority in new cars,” he said.
“We’ve got more advertising and dealership partners than ever before and we know our exciting development roadmap will only unlock more opportunities in the near term.”
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