Auto Trader set to drive even more consumer engagement with celebrity packed podcast
Auto Trader launches its first consumer facing podcast and achieves over 3,000 downloads in just 48 hours.
Auto Trader, the UK’s largest digital marketplace for new and used cars, has launched its first ever consumer facing podcast, Show on the Road. The brand-new celebrity packed series marks another significant investment in marketing by Auto Trader, and forms part of its commitment to create greater brand engagement among consumers, and to drive even more car buyers to its retailer partners’ stock.
The eight-part series, hosted by celebrated motoring journalist and Auto Trader presenter, Alex Legouix, takes celebrities out of the studio for a personalised road trip around the places that shaped them, from their old school to their favourite chip shop. The first episode, launched on the 14th of June, features Gogglebox’s Scarlett Moffatt, and was downloaded over 3,300 times in just 48 hours, placing the show in the top 10% of all currently available UK podcasts.
The guests for series one span various lifestyle interests, from reality TV to sports, cooking, and even trainspotting, helping to secure a diverse consumer audience. As well as Scarlett, the celebrity passengers include Lioness legend, Jill Scott, comedian Iain Stirling, trainspotter Francis Bourgeois, Radio 1 presenter Clara Amfo, Married at First Sight’s professional matchmaker, Paul Carrick Brunson, social media’s ‘Potato Queen’ and Young Master Chef judge, Poppy O’Toole, and Strictly Come Dancing pro Gorka Marquez.
The podcast series builds on Auto Trader’s over-arching Britain’s Biggest Matchmaker marketing campaign and serves as an effective new channel to reach new and wider consumer audiences. It aims to achieve over 10,000 downloads per episode, which will put Show on the Road into the top 5% of all currently available podcasts in the UK.
Show on the Road will be promoted through an extensive multi-channel campaign, including radio advertisements, host-reads on other well-known podcasts, and digital media. It will also be promoted across Auto Trader’s owned channels and platforms, which include onsite, email, in app, and search, as well as organic social activity across YouTube, Facebook, Instagram, and TikTok, targeting its 2.1 million followers and subscribers.
Commenting on the new podcast, Auto Trader’s Consumer Marketing Director, Laura McNally, said: “We’re in a fortunate and very privileged position to be able to continue our marketing investment, with an ambition of reaching all car buyers in the UK to drive consumer awareness of not just our brand, but of car ownership more generally. This new podcast marks another exciting chapter for our consumer-marketing strategy, and it will play an important role in bringing people closer to the values that underpin our business. Along with our wider investment in consumer marketing, we hope it will make a real difference for our retailer partners.”
Episode two, which lands today, 21st June, features former Lionesses star, Jill Scott, who Alex drove around Manchester to visit the training grounds where her football career took off. She said: “I've done a few podcasts recently, but none like this. It’s brought out different stories as we're driving around because it really jogs your memory. Manchester will always be a very special place to me because there's so many memories here.”
Show on the Road can be listened to via Google, Spotify or Apple, as well as Auto Trader’s bespoke landing page, which includes trailers and information on the vehicles featured in each episode.
About Auto Trader
Auto Trader Group plc is the UK’s largest automotive marketplace. It listed on the London Stock Exchange in March 2015 and is a member of the FTSE 100 Index.
Auto Trader’s purpose is Driving Change Together. Responsibly. Auto Trader is committed to creating a diverse and inclusive culture, it aims to build stronger partnerships with its customers and use its voice and influence to drive more environmentally friendly vehicle choices.
With the largest number of car buyers and the largest choice of trusted stock, Auto Trader’s marketplace sits at the heart of the UK car buying process. That marketplace is built on an industry-leading technology and data platform, which is increasingly used across the automotive industry. Auto Trader is continuing to bring more of the car buying journey online, creating an improved buying experience, whilst enabling all its retailer partners to sell vehicles online. Auto Trader publishes a monthly used car Retail Price Index which is based on pricing analysis of circa 800,000 unique vehicles. This data is used by the Bank of England to feed the broader UK economic indicators.
For more information, please visit: https://plc.autotrader.co.uk/
For all media enquiries, please contact: Andrew Nankervis | Andrew.Nankervis@autotrader.co.uk 07720 896760
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