Family Man Van is a locally sourced TV commercial designed to showcase the variety of vehicles Kijiji offers for sale. Co-developed by creative agency CloudRaker, in conjunction with production house 401, the commercial tells the story of a man on his quest to find the right vehicle. He looks at a variety of different makes and models (both classic and late-model) before arriving at a suitable choice.
The video features 10 different vehicles, all of which were sourced locally via Kijiji, from both private sellers and also dealers. During an interview with Canadian auto dealer, Marc-André Hade, Marketing Communications Strategist for Kijiji Canada, said that a key message of the commercial was to convey not only the variety of vehicles available on Kijiji but also how individuals and businesses using the site are a key part of the communities they represent.
“This project would not have been possible without the support of the local community, including both private sellers and dealers,” said Hade. He notes that despite a very short production window, response was great and that on the dealer side, Groupe Park Avenue in Montreal was a huge help in providing some of the vehicles, which were sourced from several different dealerships.
Hade says this latest campaign was a logical step from the GTA Autos project which ran to coincide with the Canadian International AutoShow in Toronto and Kijiji’s DealerTalk event earlier this year.
“We wanted to essentially convey the same message with this campaign,” said Hade, “that we have the largest automotive inventory listing in Canada and access to quality vehicles from both private sellers and dealers.”
In addition to Family Man Van, Kijiji also launched a similar commercial that showcases the variety of items available on its Buy & Sell category. This latest campaign was also bolstered via announcements on Kijiji’s blog and social channels as well as radio and GTA-based home ads.
