This Millennial Car Ad Likens a Car-Finding Service to Tinder
Riley von Niessen — May 17, 2016 — Marketing
References: zambezi-la & adweek
Zambezi is a Californian communications agency that helped to market the Autotrader online service with the use of a millennial car ad.
The agency cleverly uses a music festival as a setting for its two millennial subjects -- a place that is often considered to be synonymous with freedom. With this, the agency associates its car-finding service with a positive sense of ease and relaxation.
As Adweek explains, the most millennial component of the ad is its connection to the popular dating app, Tinder. Like the dating app, Autotrader allows users to match with a car based on a specific interest or a certain look -- an example being the "Premium Auto" feature which corresponds with the music festival setting. As a boy sits in the back of a crammed vehicle, he browses Autotrader for his dream mode of transport, selecting a spacious SUV, with more features selected as his interests are revealed in the millennial car ad. The commercial ends with the boy and a girl together in a spontaneous romance, working to reflect the freedom that is granted with Autotrader's service.
The agency cleverly uses a music festival as a setting for its two millennial subjects -- a place that is often considered to be synonymous with freedom. With this, the agency associates its car-finding service with a positive sense of ease and relaxation.
As Adweek explains, the most millennial component of the ad is its connection to the popular dating app, Tinder. Like the dating app, Autotrader allows users to match with a car based on a specific interest or a certain look -- an example being the "Premium Auto" feature which corresponds with the music festival setting. As a boy sits in the back of a crammed vehicle, he browses Autotrader for his dream mode of transport, selecting a spacious SUV, with more features selected as his interests are revealed in the millennial car ad. The commercial ends with the boy and a girl together in a spontaneous romance, working to reflect the freedom that is granted with Autotrader's service.
Trend Themes
1. Millennial Car Ads - Opportunity to create car advertisements that target millennials by incorporating elements such as music festivals and dating app references.
2. Associating with Freedom - Opportunity for brands to associate their products/services with a sense of freedom and relaxation to appeal to millennials.
3. Personalized Car Shopping - Opportunity to develop car-finding platforms that offer personalized recommendations based on specific interests or aesthetics, similar to dating apps.
Industry Implications
1. Communication Agencies - Communication agencies can explore creating innovative strategies for marketing car-related products/services to millennials.
2. Music Festivals - Music festivals can partner with car brands to create promotional campaigns that target millennials and highlight the freedom associated with car ownership.
3. Automotive Marketplace Platforms - Automotive marketplace platforms can enhance their services by incorporating features that allow users to find cars based on specific interests or looks, similar to finding matches on a dating app.
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