Drive has announced the launch of it new brand campaign in 2023, encouraging consumers to look forward to what’s new and next in cars.
The interest in electric cars was unprecedented in 2022, with consumers seeking informed advice and automotive brands launching more electric vehicles than ever before.
Research conducted by Drive last year found that 64% of Australians believe it is inevitable electric cars will replace diesel and petrol vehicles, however many are unsure about the real-life experience of living with an electric car at home.
Adam Rose, executive creative director at Richards Rose, said: “We know that rapid change can sometimes feel daunting, so with this campaign we wanted to convey that there’s actually plenty to look forward to with EV ownership, like ‘filling up’ via the sun.”
“Also, despite these technological changes, some things will reassuringly stay the same – your kids will still have to earn the right to borrow the car! It’s these types of insights that Drive delivers on so well each day.”
Simon Halfhide, Drive’s CEO, said: “The Drive brand has been through a rapid period of reinvention and growth. With momentum within the automotive industry ramping up in 2023, the time is right to promote Drive to a mass market who may not have been thinking about cars over the last three years.”
Drive’s marketing director, Leonora McEwen said: “We’re thrilled with the new campaign that has kicked off 2023.
“The Drive brand name has represented authoritative and independent automotive commentary and advice to Australians for over 25 years. To reignite that iconic brand awareness and deliver Drive content online and print – and now also in podcasts, TV and radio – will open the brand to new audiences looking for cars now and into the future.”
The new campaign features 30 and 15 second TVCs, VOD, print, display and radio ads now running across Nine platforms.