Carsales & Stellantis Elevate EV Excitement with Electric Avenue
▼ Summary
– carsales mediahouse has launched Electric Avenue, an interactive EV content destination created in partnership with Stellantis to increase Australian interest in electric vehicles.
– The platform features five Stellantis brands through virtual moments, EV explainers, and fun facts, combining carsales’ automotive expertise with engaging content.
– Electric Avenue aims to reignite EV excitement as consideration rose to 37% of Australians, up from 30% last year, making the category more approachable.
– The interactive experience drives views, conversions, and educational impact while keeping brands present but making the EV category the central focus.
– All campaign elements were designed and executed by Fuse, with full integration into carsales’ data stack to enrich first-party data for future campaigns.
A new digital hub called Electric Avenue is sparking fresh interest in electric vehicles across Australia. Created through a partnership between carsales mediahouse and the global automotive group Stellantis, this interactive content platform aims to make the EV category more engaging and accessible for Australian consumers. The initiative brings together five distinct Stellantis brands into a single, scroll-driven experience, blending virtual brand showcases with educational content and entertaining facts.
Recent research indicates a notable shift in consumer attitudes. After a period of stagnation, EV consideration among Australians has risen to 37%, up from 30% just last year. This resurgence in interest highlights a clear opportunity to reignite public enthusiasm. Brooke Wilson, Group Business Director at carsales mediahouse, noted that the challenge isn’t a lack of appetite, but rather the need to make electric vehicles feel approachable again. Electric Avenue is specifically designed to meet this need by presenting information in a dynamic and memorable format.
The platform allows users to seamlessly explore a range of vehicles, from the adventurous Jeep Avenger to the iconic Fiat 500e, including newer models like the Leapmotor C10. Each brand maintains its unique identity while contributing to a cohesive narrative about the future of electric mobility. Shane Dawson, Creative Director at carsales mediahouse, emphasized that the project combines playful interaction with serious intelligence. This approach is intended to drive higher viewership, improve conversion rates, and enhance the educational value and shareability of the content.
For Stellantis, Electric Avenue provides a distinctive stage to showcase its diverse portfolio. Rachel Semmens, Senior Brand Marketing Manager at Stellantis, pointed out that their vehicles are full of character, and their marketing should reflect that vibrancy. The platform ensures the brands are prominently featured, but the overarching focus remains on celebrating the entire EV category.
Developed entirely by carsales’ in-house agency, Fuse, the campaign spans digital, native, and off-network media channels. A key feature of the initiative is its full integration into the carsales data infrastructure. Every user interaction on the Electric Avenue landing page feeds into a rich pool of first-party data, enabling more intelligent and targeted marketing efforts in the future. This data-driven approach allows for a deeper understanding of audience behavior and preferences.
Electric Avenue represents an innovative model for multi-brand storytelling, demonstrating how strategic insight, creative execution, and data analytics can converge to create compelling audience experiences. Rather than feeling like a sales pitch, the platform is built to foster genuine interest and excitement, helping to drive outcomes across the entire marketing funnel while keeping users thoroughly engaged.
(Source: ITWire Australia)
