Positive response to Carsales’ new video series aimed at Baby Boomers

Carsales’ humorous new video series, Grey Nomads, has seen a positive response online with 30,000 people streaming episode one on the website.

The campaign, which launched six days ago, has had 746,000 minutes watched across the website, YouTube and Facebook. The series is a light-hearted look at life on the road for people caravanning around Australia and features a diverse range of film and TV personalities including Nazeem Hussain, Steve Bisley, Kerry Armstrong and many more. 

Produced by Hamish Roxburgh and Felix Williamson, Directors at 25FPS, the campaign aims to capture the nuances of Australian culture and humour to connect with the Baby Boomer audience. The series explores the struggles and joys of retirement and the friendships that can develop on the road when you’re doing the ‘big lap’. 

With 800,000 RVs and caravans registered in Australia (10% of which are estimated to be on the ‘big lap’ around Australia at any one time) it’s not surprising that engagement is high with 75% of people viewing the episode in full. 

Chief marketing officer of Carsales, Kellie Cordner, highlights how the campaign uses broad appeal and humour to connect with customers:

“Following the success of our Auto Ads campaign, we’re always looking at new ways we can humanise our brand and make a genuine connection with our customers. This challenges us to think differently in our approach, and so Grey Nomads uses irreverence, humour and highly shareable formats to connect with Baby Boomers.”

Jasmine Giuliani
BY Jasmine Giuliani ON 5 March 2020
Jasmine Giuliani is the Editor of MarketingMag