We needed to take what the magazine offered and create something that people could interact with, a classified ad that existed outside its traditional magazine and website space and lived in the real world. To achieve this we built large-scale classified ad windows similar to the traditional ones found in the pages of the Auto Trader, and placed them at busy intersections giving our audience a real-time classified ad experience.

By creating these 'live classifieds' we were not only able to engage potential buyers and show them that the Auto Trader had the widest range of pre-owned vehicles but we were also able to further the relationship between the brand and the consumer where its magazine and website could not. This was immediately reflected by the increase of weekly sales to 22 395 and a 16% increase of daily traffic on their website, making it the most successful outdoor campaign that the Auto Trader has ever run in South Africa.