AutoTrader has launched a new campaign that uses public testimonials, a familiar approach for the brand.

Developed with creative communications agency Labour, “The Answer is AutoTrader” campaign is hitting the market amid a difficult time for car buyers, with vehicle shortages alongside rising prices and interest rates. The campaign, which features testimonials about the marketplace, was designed to recognize the public’s pain points while shopping.

AutoTrader chief marketing officer Ian MacDonald says that while the brand typically uses testimonials in its marketing, a survey of consumers last year showed that people preferred the approach over other ad concepts the company tested. “Consistency is very underrated in advertising, in terms of campaigns. There’s a lot of pressure for agencies and clients to have a new campaign every year and completely change things up,” MacDonald tells strategy.

What’s new is the campaign tagline, “The Answer is AutoTrader,” which MacDonald is a portable concept that can be applied to different marketing efforts and platforms throughout the year. “There’s better glue there this year between every different thing that we’re doing.”

One benefit of the testimonial approach is how it uses real people instead of actors, says Labour creative director Pete Ross. “Sometimes that honesty can be helpful for people, versus doing an ad that has a gag or is a joke about it. So there’s some part of it that’s endearing because we’re not pulling the wool over their eyes. We’re saying this works and people like it,” Ross says.

The new AutoTrader campaign targets a broad range of the population, though primarily men and women in their early 20s to late 40s. The campaign will air nationally across major TV and specialty networks in Canada, as well as on digital media, including YouTube pre-roll and on a selection of top websites in Canada. It’s scheduled to run throughout the year.