caravancampingsales has launched an AI-driven creative advertising campaign that uses animated Australian wildlife in camping scenarios and runs across social, video and onsite channels.

The marketplace, which sits within the carsales group, said it developed the campaign in-house. The ads depict animals such as koalas, wombats, cockatoos and kangaroos as characters on caravan and camping trips.

The company said the campaign targets a mix of audiences, including family campers and younger travellers. It positions caravancampingsales as a place to buy and sell caravans, motorhomes and camping trailers.

caravancampingsales operates as a listings marketplace for new and used recreational vehicles. The business points to its inventory volume and a set of shopping tools, including comparison features. It also highlights access to advice and reviews as part of the buying journey.

AI in creative

carsales has used AI in creative work across its brands, according to the group. In this campaign, caravancampingsales used AI in the production of the hero video assets. The company said it paired the AI-led visuals with influencer-led content for distribution on social platforms and video channels.

One ad centres on a hero video that presents a series of wildlife-led vignettes. Another extends the theme with additional scenes. The campaign uses a light, comedic tone and local references, with storylines built around common camping moments.

“AI didn’t replace creativity. It gave us new ways to play. Our team explored how technology can bring Aussie wildlife to life in camping scenarios that feel fun and distinctly local. It’s about bringing joy and creating content that makes people smile. For us, this campaign was a chance to push boundaries and show how technology and creativity can bring fresh ideas to life, with brand consistency at the core,” said Lucas M. Barreiro, Head of Creative & Brand Design, carsales.

Audience focus

carsales said the campaign creative reflects differences in what customer groups look for when planning a trip. The company cited internal research on family campers and younger explorers. It said it used these insights to shape tone and channel selection.

“We’re all about helping people find their ‘love it’ moment – the one that makes you say, “this is exactly what I’ve been looking for,” said Rafael Constantinou, carsales EGM – Marketing, Content & Customer. 

“Research shows family campers value convenience and quality time, while young explorers seek freedom and shareable moments.1 This campaign taps into those passions with content that feels light-hearted and playful. Whether it’s a family caravan for summer holidays or a compact camper for spontaneous road trips, we want the journey to feel easy and exciting. Sometimes, innovation isn’t about being serious – it’s about having fun and trying something new”, added Constantinou.

The campaign also reflects a broader shift in marketing departments towards using generative AI for asset creation and iteration. Advertisers have tested the technology for image generation, storyboards and video concepts. Many have also used it to accelerate localisation and variations across formats.

For marketplaces, the approach can increase the flow of creative for performance channels. It can also lower dependence on location shoots for certain styles of content. At the same time, brands have faced questions about disclosure, consistency, and the management of creative quality when they rely on synthetic imagery.

Media placement

caravancampingsales said the roll-out runs through the summer season. The company said it expects the campaign to appear across social feeds, video placements and onsite channels where customers browse listings and research purchases.

The business positions the ads alongside its range of recreational vehicle listings. It also points customers to expert reviews during the shopping process.

“AI didn’t replace creativity. It gave us new ways to play. Our team explored how technology can bring Aussie wildlife to life in camping scenarios that feel fun and distinctly local. It’s about bringing joy and creating content that makes people smile. For us, this campaign was a chance to push boundaries and show how technology and creativity can bring fresh ideas to life, with brand consistency at the core,” said Barreiro.