CarsGuide.com.au
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Your team Anouk Darling - Chairman (BMW 3-series) Gavin Levinsohn - CEO (no wheels yet) Kate Ryder - Senior Account Director (Fiat Punto) Rich Smalley - Senior Designer (girlfriend’s car) Henry Biggs - Content & Social (Ford Mustang)
Kate
Anouk
Rich
Henry
Gavin All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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Business issues CarSales is a clear market leader CarsGuide has lost relevance The brand has become too masculine and enthusiast focused There is a lack of social currency and brand equity BUT CarsGuide has strong backing CarsGuide has a decade’s worth of expertise CarsGuide sees the need, and is hungry for change
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What we’ll show you - Your new language - Your new look - Your new user journey - Creative campaign activation
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The goal Make CarsGuide the first, last and only place for any Australian looking to buy or sell a car.
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The category The car market has expanded exponentially in the last decade. The result is not greater choice but greater confusion through information overload.
2000 All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
2013 Page 6
Strategy All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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The insight There is a wealth of motoring and car buying information on the web but it is all written for knowledgeable enthusiasts. The people who make, sell and write about cars use an entirely different language from the people who buy them All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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The opportunity The entire process of car buying needs to be turned on its head and become about the features of people’s lives, not the features on the options list. Develop search, buying and selling systems based on human insight and empathy not performance, power and prestige.
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Making it different Change the conversation. Stop speaking about cars and start speaking about people’s needs. Change the language. Stop talking torque, start talking life stages.
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CarsGuide understands that the most important part of a car is the person behind the wheel
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Execution The brand All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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Create a brand for the people We wanted to create an identity that reflected CarsGuide’s new positioning as a customer-centric company. A dynamic mark that afforded CarsGuide the opportunity to match the personality and individuality of the vast customer base visiting the site.
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All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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OFF-SITE VERSION
ON-SITE VERSION
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BRAND MARK ANIMATION (SPORTY)
1. We open with the mark minus the word ‘guide’.
2. All of a sudden letters drop in from the top of the screen and fit into place with a firm click.
3. The sound of an engine firing into life.
4. An exhaust fires out a ploom of smoke from the base of the letter ‘e’.
5. The type becomes suddenly italicised.
6. The mark zooms of the screen with a loud screech of tyres skidding.
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BRAND MARK ANIMATION (SUNDAY DRIVER)
1. We start with the mark minus the qord ‘guide’.
2. We hear the low rumble of a car approaching.
3. Very, very slowly the word ‘guide’ begins to animate in from the right edge of the screen.
4. ...
5. ...
6. Until it parks in the correct place.
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BRAND MARK ANIMATION (YOUNG DRIVER)
1. We start with the mark minus the qord ‘guide’. The word ‘Car’ is moved slightly to the right.
2. We hear the sound of a car reversing at speed.
3. The word ‘Guide’ enters quickly from the right edge of the screen, it crashes into the word ‘Car’ pushing it to the left.
4. The word pulls forward in one quick jerk.
5. Before reversing aggressively and without control.
6. Both the word ‘Cars’ and ‘Guide’ are now in the correct place.
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How we speak All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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Connecting with people is about listening and joining the conversation.
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Four guiding principles 1. Understand people’s needs 2. Keep it simple 3. Be authentic and honest 4. Demonstrate value
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The principles explained 1. Understand people’s needs The aim of the buying or selling process is to make people happy. Demonstrate empathy and insight. 2. Keep it simple The choice is vast and confusing. Junk the jargon and use real language that people can relate to. 3. Be authentic and honest It’s a cliche but people dislike car salesmen. Don’t sell to them, guide them with the best advice available. 4. Demonstrate value Buying a car is exciting but it’s also a big commitment. Be generous with your information, join the community and become a trusted friend.
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Personality traits 1. Emotive Trait “My most warm, human and empathetic trait” 2. Rational Trait “My most logical or mechanical trait” 3. Action/Reaction “What people feel or do when we interact”
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Personality traits explained 1. Emotive Trait Generous 2. Rational Trait Straight talkers 3. Action/Reaction Empowered
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Personality traits Generous Unlike our competitors, we start with the person, not the car and take the time to understand their needs Straight talking We are informed, impartial and most importantly we use real language in our conversations Empowered Knowledge is power. We share our insights freely and are always here to help
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Defining tone of voice Old voice Vs
new
Whispered
Softly spoken
Conversational
Loud
In your face
Chilled
Relaxed
Switched-on
Effervescent
Manic
1 on 1
Exclusive club
Colleagues & family
Community
Universal
Safe
Conventional
Politely opinionated
Positively proactive
Polarising
Volume
Energy
Sociability
Attitude
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Evolving lexicon From:
To:
Product
People
Buying
Matching
Specifications
Guidance
Information
Empathy
Price
Value
Selling
Advising
Exclusive
Inclusive
Technical
Approachable
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Driving change It is important to walk the walk, not just talk the talk. We will work with your editorial team to fully develop and implement CarsGuide’s new language. Using workshops, online tools and guides, we will demonstrate to the dealers and internal stakeholders the value of the new approach and educate them in the new language of car buying and selling
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Brand passport and blueprint All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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CarsGuide.com.au brand passport Purpose
Attributes
What is our fundamental reason for being? Cars for people, not just petrol heads.
What do we have that people want? Information. Insight. Empathy.
We know not everyone looking to buy a car is a petrol head. Not everyone talks torque or understands cars from headlamp to tailpipe. We’re here to help people buy cars in ways that suit them. We use real language, we guide people based on their lifestyle, stage or unique needs. We’re not about the specs – we’re about the people.
Everyone’s talking about data. And we have loads. But it’s not our data that our competitors envy. It’s what we do with it. We understand that the most important part of a car is the person behind the wheel, so we take the time to truly understand them.
Philosophy What can we teach the world? Buying a car is easy. We understand modern life, its pressures and pitfalls and because of that we build the best experience for car buying and selling. Whether it’s the number of seats, how far it can go between fill-ups or whether it can tackle the track to your property, we match people to cars based on them, not the options list. All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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CarsGuide.com.au brand passport Skills
Family
What are you good at? Playing matchmaker.
Who are we connected to? We’ve got family in high places.
There’s no shortage of information out there about cars. But there’s a real shortage of car matchmakers. The truth is, we believe matching cars to families and individuals takes the same skill as matching people to people. It’s a big investment. It has to be right.
We’re part owned by News Limited and a group of Australia’s leading car dealers. We have family in every state. This means we can bring you the best deals, advice and information whether you need a 4x4 for Frasier or a city car for Sydney.
Personality What are our human characteristics? Knowledgeably honest, straight-talkers. We’re straight down the line. Think of us as the opposite of car salesmen, or any salesmen in fact. While we know everything there is to know about cars; we talk about them in ways that make sense to everybody.
Values What is the code by which we live? Authenticity. Collaboration. Generosity. We’re transparent and straightforward. We collaborate with our communities and engage in conversations. We’re generous with information and offer it in ways people (not just petrol heads) will understand.
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Execution The site All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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Sally’s journey Sally, 27, is just about to start her second job after graduating. She is going to have a longer commute and to be honest, her uni wheels are starting to look pretty scruffy. Independent and financially savvy, Sally knows how much she has to spend but doesn’t know what on. All her male family and friends seem to have an opinion but none of them agree. A Facebook plea sees a friend point her in the direction of the CarsGuide MotorMatch service. Sally’s seen the print edition in her local coffee shop at the weekend but didn’t know there was an online version. The quiz feels familiar and friendly and Sally whizzes through it. She is familiar with some of the cars it recommends but is surprised by others she thought were out of her price range so decides to investigate further and chooses some to compare. The way the models are presented to her is very accessible and understandable. It makes it very obvious which ones would suit her day-to-day needs. A couple of friends have similar models so she shares them to her Facebook to ask their opinion as well as reading what other owners have written about them. Sally clicks through to investigate some of the options near her. A couple of days later, on a Saturday, Sally gets an email from CarsGuide reminding her of the cars on sale in her area as well as some other recommendations. Sally jumps back online to check but can’t make up her mind so she fires up the live chat function and asks CarsGuide for some impartial advice. Having narrowed it down to three choices, Sally gets CarsGuide to send them plus directions to the dealerships to her phone. A couple of hours later Sally is a proud new owner.
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SIMPLE NAVIGATION Drop down menus keep everything clean and simple.
DON’T KNOW WHAT YOU WANT? Take CarsGuide.com.au’s fun test to help us create a unique profile. Simple questions take nothing for granted and help to gauge your needs.
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A NATURAL EXTENSION FOR THE BRAND Our unique, friendly and open tone of voice assisted by our branding help to create a fun and light hearted series of small challenges.
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BRIGHT AND POPPY Being a brand of colour and expression we show rich variety in our challenge types.
ELEVATE THE EVERYDAY We strive to find exciting and quirky ways to express the more mundane facets of car buying. This challenges convention and helps us to stand apart.
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All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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SHARE YOUR RESULTS When the test is finished we’ll make you a unique avatar, this can be shared through social media.
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OUR SITE REFLECTS YOU The colour-way of the whole site changes to reflect you and your taste.
SIMPLE SEARCH RESULTS Search results are displayed cleanly and simply. This allows easy comparative data across the suggestions from CarsGuide.com.au.
KEEP THE TONE HUMAN We find interesting and human ways to portray the attributes of every car on our site.
LEARNING FROM WHAT YOU DON’T LIKE Users are given the opportunity to ‘hide’ those choices they find unsatisfactory. We can refine their profile based on this and suggest better matches.
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HELPING YOU EVERY STEP OF THE WAY Friendly avatars introduce new pages and what their purpose is until the user is savvy with the site.
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RANGE SPECIFIC STORIES Our fleshed out editorial reviews offer an impartial opinion on if this is the right car for you.
SEE WHAT OTHERS THINK Customer reviews related to your profile offer vital opinion and the opportunity for feedback.
ASK YOUR FRIENDS Still not sure? Share the page on your social media feed and ask your friends to vote on it.
ASK AN EXPERT We know your profile, we know what you’re looking at, ask us any questions and we’ll do our best to answer you.
KEEP THE OPTIONS COMING Even now we still offer options by showing what other people who looked at this car also looked at.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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SELL IT WITH A RICH LAYOUT A simple and clean layout lets the user make an informed opinion without being bombarded.
A LAYOUT THAT LEARNS The layout allows the user to nest/hide anything they don;t want to see. When looking at future profiles the same rules will be applied.
BIG IS BETTER Large images and slide-shows, plus HD video let you get a better understanding.
SHARE ON SOCIAL OR GET IN TOUCH
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THE SAME EXPERIENCE ON MOBILE Simple and intuitive layouts adapt easily to mobile platforms.
EMAIL REMINDERS Users receive periodical emails reminding them of what they liked.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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Harry’s journey Harry, 34, used to be a petrol head in his 20s but with a baby on the way, realises his sporty wheels will have to go in favour of something sensible. He used to know exactly what was out there but admits to being baffled by the sheer number of new models and browsing is only adding to his confusion. Knowing what he will need the car for, Harry gives to give the new CarsGuide SwipeSearch a go. Plugging in his needs highlights a number of different choices in his area. Harry decides to Tweet a couple of mates with what he’s seen to ask their opinion since they own similar models. They both come back positive so Harry decides that he needs to test drive both but is short on time this weekend so contacts the dealer through CarsGuide and asks for a Home Motor Show. The cars are brought to his door on Saturday morning and luckily both can make it up his steep driveway. the baby seat they’ve bought also fits. The test drive helps him decide and the paperwork is completed there and then, the dealer driving away Harry’s old car in part exchange. Six months later, with baby now at home, Harry gets a follow up email from CarsGuide, asking him how the car is working out. Harry is happy to contribute to CarsGuide’s owner satisfaction survey and provide an owner review for the website.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
SEARCH BY DRIVER TYPE We can broaden the search criteria by searching by how you intend to use the car, inner city or out-back.
IT’S NOT AS SIMPLE AS YES OR NO Search sliders help you make the hard decisions easily, thus creating more effective search results.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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MORE POINTED WHERE WE NEED TO BE For those where a car sites are less daunting we show more direct and specific data.
COMPARE AND CONTRAST CARS
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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SELL IT WITH A RICH LAYOUT A simple and clean layout lets the user make an informed opinion without being bombarded.
EVERYTHING IN ITS RIGHT PLACE Create your custom layout by dragging and dropping page elements to where you need them fast.
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RECEIVE UPDATES ON A SALE’S STATUS
JUST MISSED IT? Carsguide.com.au will keep your search profile on record and let you know when something similar comes onto the market.
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Sellers’s journey In keeping with the buyer journeys, the seller’s journey is similarly focused on the people who have owned, used and enjoyed the car. It is envisaged as an extension of the Mobile Quicksale app, allowing owners to inject some warmth and human quality into their ads. After the app has populated the mandatory fields, owners will have the option to tell prospective buyers more about their purchase in terms of how it will fit with their lives. This will gel with the editorial style and be populated via a series of check boxes to make the process as straightforward as possible. Buyers will also have the option to share their ad via social media, leveraging their own network of friends and their connections to increase the pool of potential buyers. As ever, CarsGuide will be on hand to help them through the process should they need it.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
A CARSGUIDE FOR SELLERS Private sellers are afforded our attention. A quick and easy WYSIWYG platform helps create a rich layout.
WE’LL HELP YOU ALONG THE WAY Simple navigation and click-able product highlights help create effective SEO data.
STAY UP TO DATE Receive notifications when and where you want.
ALWAYS THERE WHEN YOU NEED US TO BE Live chat if you get stuck or can’t find the words.
PROMOTE THROUGH YOUR SOCIAL MEDIA Spread the word and make a quicker sale.
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Execution The campaign All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
Radio script - My Baby 30 seconds Female: For two births, three jobs, a house move, a divorce and a new romance, she was the only one I could count on. Now number 3 is on the way, I have to let go of my baby. Friendly voice-over: If you are buying or selling a car that’s more to you than a piece of metal, go to the one website that matches people to cars based on needs not just torque, specs and dimensions. CarsGuide.com.au It’s love at first site.
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Radio script - My Baby 30 seconds Female: She’s been good to me. Young male: It’s OK, I’ll take good care of her. Female: She never liked my first husband. Young male: Right… Female: Treated her like she wasn’t there. SFX: CAR STARTS Young male: OK, thank you, bye!!! SFX: CAR DRIVES OFF CarsGuide.com.au It’s love at first site.
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Radio script - Naughty 30 seconds Male: She looks like an angel, but is a real devil. A naughty, naughty girl. My fiancé says there’s no room in this relationship for both of them. Friendly voice-over: If you are buying or selling a car that’s more to you than a piece of metal, go to the one website that matches people to cars based on needs not just torque, specs and dimensions. CarsGuide.com.au It’s love at first site.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
A little bit more... All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
Car sharing Cars were the original social networking app, connecting us with friends and family Social media has to be wholly integrated into the repositioning from the beginning. It is how you start, accelerate and steer all your consumer comms
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Car sharing Allow people to share their selections on Facebook, Twitter and Instagram to ask the advice of their networks Conduct editorially-led competitions through social media to increase brand awareness Conduct owner satisfaction surveys through social media Develop a Facebook app which recommends a car colour based on what you wear in your profile pictures
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
Consumer champion Position CarsGuide as the consumer champion through an annual owner satisfaction survey Conducted on the CarsGuide website and through social media, this asks owners of popular models to rate the experience of owning the car covering fitness for purpose, enjoyment, dealer experience, servicing, costs and so on This will become the consumer benchmark for Australian car buyers and empower them to ask more of manufacturers and dealers
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The home-motor show The new CarsGuide is all about people, not product and so it makes sense to reverse the existing path to purchase. Instead of interested buyers having to visit the dealer for a test drive, for a small fee the cars will be brought to their home or workplace, allowing the buyer to try it on their turf.
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Your team ANOUK DARLING
G AV I N L E V I N S O H N
CALLUM O’BRIEN
Chairman
CEO
New Thinking Director
Having joined Moon as Strategic Planning Director and celebrating a decade at Moon, our glamorous chairman is the definition of a people person.
Gavin joins us from Cape Town, South Africa where he oversaw the dramatic turnaround of Ogilvy & Mather as Managing Director. Under Gavin’s stewardship, the company’s fortunes were transformed, becoming the Number 1 ranked agency in South Africa for two years running.
With almost a decade of media and marketing experience, Callum brings a wealth of knowledge from working across the Australian and New Zealand advertising landscape.
Understanding people’s motivations, needs, hopes and fears is what has allowed Anouk to excel in a number of different communications areas from luxury at Louis Vuitton and fashion at Oroton to media at Condé Nast. During her time at Moon, Anouk has been hands-on in leading the thinking, strategy, development and innovation for huge galaxy of stellar clients. Anouk’s previous clients include Qantas, Westfield, Jetstar, Sunglass Hut, Vodafone, Westpac, The Darling, NineMSN and Commonwealth Bank.
As an agency head, Gavin’s experience is unparalleled. Prior to joining O&M, Gavin was the managing director of his own start-up agency, Singh & Sons, a throughthe-line branding, advertising agency. Previously Gavin was client services director at the Cape Town office of Jupiter Drawing Room, then South Africa’s biggest independent agency group. Gavin’s previous clients include Kia, Hyundai, Volkswagen, Audi, the Prudential and Carling Black Label.
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Callum’s career has seen him in senior positions at the Coca-Cola Company, Head of Content and Programming at The Video Network and Co-Head of Digital at Ikon Communications. With a passion for emerging technologies and platforms, Callum loves to simplify the complex and create new customers experiences. Callum has worked with some of the world’s and Australia’s largest brands including Coca-Cola, Vodafone, Apple, The Sony Group, Johnson and Johnson, P&G, BHP Billiton, Microsoft, Subaru, FORD, Nokia, Malaysian Airlines, Activision (Call of Duty), Atari, Commonwealth Bank, Bank West and Westfield.
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Your team KATE RYDER
HENRY BIGGS
RICHARD SMALLEY
Senior Account Director
Content & Social
Senior Designer
With a wealth of almost 20 years’ experience in premium advertising, marketing, and branding, Kate inherently understands what it takes to successfully realise ‘the bigger picture’, having worked at both agency and ‘client-side’ on numerous blue-chip projects across the globe.
Henry happily admits to being Moon’s resident car nerd, a passion fostered in boyhood by a former rally driving father and which in the UK saw him running the country’s most popular motoring website, MSN Cars.
With over 7 years of professional studio experience in both retail and brand design, Richard has worked across a wide variety of clients including the ARU (Australian Rugby Union), Vodafone, Fosters, Westfield, and numerous arts and culture clients.
Kate’s strong strategic thinking and project management skills are of the highest quality; her unwavering dedication to providing the best client service and business success is always in evidence. Her extensive skill set has also seen her responsible for managing budgets and deadlines, program planning, estimating and scope-of-work proposals. Previous clients include Louis Vuitton, Chandon, Macquarie Bank, Cancer Institute NSW, Investec, KPMG (London), Grosvenor Place and Moët Hennessy Australia.
Here Henry oversaw a complete revamp of the website and helped build its readership to more then three million unique users a month. Henry’s last role in the UK saw him working with Jaguar and Land Rover. As the agency head of copy, Henry was researching and writing both print and digital brochures, press packs, microsites, communications plans and even the occasional coffee table book.
He has a strong understanding of the role that branding plays in communicating its key drivers and essence. His working process is based on rigorous research to achieve the best outcome for the client’s strategic objectives.
Henry’s background covers print and digital journalism, PR, content marketing, social media and copywriting for brands including Mercedes-Benz, Porsche, Bentley and Audi.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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Executive Producer Senior Digital Producer Digital Producer Digital Account Executive
Rate Card MOON RATE CARD 2013 STANDARD
STRATEGY & MANAGEMENT CEO / MD General Manager Head of Digital STRATEGY Strategic Director Strategy Director - Digital Strategic Planner Strategic Planner - Digital User Experience Architect Junior Planner ACCOUNT MANAGEMENT Client Services Director Group Account Director Senior Account Director Account Director Senior Account Manager Account Manager Account Executive DIGITAL ACCOUNT MANAGEMENT Executive Producer Senior Digital Producer Digital Producer Digital Account Executive DESIGN & ADVERTISING CREATIVE Executive Creative Director Creative Director Associate Creative Director Design Director Senior Art Director Senior Copywriter Senior Designer Art Director Copywriter Designer Junior Designer
500 350 350
350 300
DESIGN & ADVERTISING CREATIVE Executive Creative Director Creative Director Associate Creative Director Design Director Senior Art Director Senior Copywriter Senior Designer Art Director Copywriter Designer Junior Designer DIGITAL CREATIVE Digital Creative Director Senior Digital Art Director Senior Digital Copywriter Senior Digital Designer Digital Art Director Digital Copywriter Digital Designer
250 185 165 105
400 325 250 220 220 220 180 175 180 165 130
325 220 220 180 175 180 165
230 230 220 150
350
DIGITAL PRODUCTION Technical Director Solutions Architect Senior Developer/Flash Developer HTML/Front End Developer
250 220 175 150 150
250 225 200 155 130 105
250 185 165
DEPOT Head of Production Traffic Manager Production Manager Agency Producer (TV, Radio) Art Buyer Casting Senior Artworker MW Artworker Artworker
230 135 175 175 165 165 165 150 120
105 COPYRIGHT © 2012 MOON COMMUNICATIONS GROUP 400 325 250 220 220 220 180 175 180 165 130
DIGITAL CREATIVE Digital Creative Director 325 All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. Digital Art copied Director No part of the MOON COMMUNICATIONS GROUP PTY Senior LTD’S works may be reproduced, or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a 220 retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD. Senior Digital Copywriter 220 Senior Digital Designer 180 Digital Art Director 175
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Fees for work to date Moon undertakes client briefing & review, desktop research and developing up the strategic creative brief & platform and briefing the creative - design & copy - team. The output: Review of current CarsGuide brand and written recommendation of brand development and visual identity Excludes client review/revisions.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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Fees for work to date Moon undertakes creative development of the the tone of voice and visual identity for CarsGuide, based upon the approved brand positioning from stage 1. The creative exploration covers 3 top line different routes. Output: Creative presentation covering the ‘big idea’,visual identity, tone of voice and exploration of 2 creative routes including 2 indicative executions (web, OOH). One creative direction to be selected for further refinement, to be costed at the conclusion of stage 2.
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.
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Thanks
All rights reserved. MOON COMMUNICATIONS GROUP PTY LTD (ACN 102 538 438) is the owner of the copyright subsisting in the works appearing on this document. This document is released to the recipient strictly on a commercial in confidence basis. No part of the MOON COMMUNICATIONS GROUP PTY LTD’S works may be reproduced, copied or transmitted, in any form or by any means (electronic, mechanical, micro-copying, photocopying, recording, storage in a retrieval system or otherwise), without the prior written consent of MOON COMMUNICATIONS GROUP PTY LTD.