Leveraging our first party data to drive engagement of auto enthusiasts

To promote the release of the Baby Driver blockbuster film, Sony Pictures and their agency PHD New Zealand partnered with us to leverage our data, host a competition and promote content to our audience.

By utilising our first party data, we were able to build key audience groups to encourage boy racers and auto enthusiasts across Trade Me. We applied age targeting across display ad units and native on mobile, promoting the film and driving people to the competition, accelerating engagement. Video content was also created and hosted along with the movie trailer on the Trade Me site.

The competition

To launch, we ran a site skin on the motors homepage with creative messaging introducing the competition and film. By using creative messaging, targeting these interest groups with a competition aimed at anyone who had bought a Subaru off Trade Me in the past 12 months.

Entry criteria was for each entrant to send in a picture of themselves and their car explaining why they deserved a Baby Driver upgrade to the value of $10,000. The winner, George was drawn with his 2006 Subaru Outback.

The winner

George chose to upgrade his Subaru Outback. While the modifications were being made to his car, he spent the time at a special screening of the film. On the same day as being told he was the winner, George became a Dad to twins. So he is in fact a ‘Baby Driver’.