Autotrader: Auto Intelligence
In this extension of Autotrader’s brand campaign featuring Kenan Thompson, we filled our building with custom moments, including a life-sized Kenan casually dropping corporate jokes. We even nudged the fourth wall, earning us the ultimate stakeholder feedback: “We should do this on the B2C side.”
Autotrader is owned by Cox. Which is how I ended up writing as Kenan.
You might be wondering what Auto Intelligence actually is. Fair.
Auto Intelligence is the engine behind everything Autotrader does, pulling together data, tools and expertise to give car buyers a more personalized shopping experience. In the campaign, Kenan runs the entire operation from a secret command center tucked inside customers’ devices. Our team took that platform and translated it for internal and executive audiences, keeping the spirit alive in all the right places.
As you can see, Kenan showed up wherever employees did.
This was my first campaign with Kenan, but Autotrader’s third.
So we had to brag about that. Or rather, Kenan had to brag about that.
And since Kenan showed up everywhere in the building, it only felt right to let him crash a few meetings, too.
We brought the command center to life so employees could take photos with the cast and characters from the campaign.
