New marketing campaign set to drive millions of car buyers to retailers
Campaign set to reach 99% of UK’s adult TV and radio audience over 14 times, with digital activity alone expected to be seen 80 million times
This Boxing Day, Auto Trader, the UK’s largest digital marketplace for new and used cars, will launch its largest integrated marketing campaign to date. It will mark the next exciting phase of its over-arching Britain’s Biggest Matchmaker (BBM) campaign, and another significant investment in marketing this year, helping to create even greater brand awareness among consumers, and drive more engaged car buyers to its retailer partners’ stock.
BBM celebrates the diversity of today’s car buying public, and focuses on Auto Trader’s scale, value and expertise, and its unique position to help make the perfect match between car buyer and seller; something it has proudly done for over 47 years.
The new phase of the campaign has a fully integrated and multi-channel approach, with above the line platforms including TV, broadcast video on demand (BVOD) and radio, as well as digital activity spanning social, display, digital audio and online video. It will also live throughout Auto Trader’s owned channels and platforms including 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.
The campaign, which will target a mass audience, including both in and out of market consumers, will reach 99% of all UK adults on TV and radio over 14 times. Combined activity is estimated to generate around 122 million impacts delivered between 26th December and 31st March; the digital activity alone is expected to be seen circa 80 million times.
We’re in a fortunate and very privileged position to be able to increase our marketing investment to drive consumer awareness of not just our brand, but of car ownership more generally. This new phase of the campaign aims to highlight just how integral cars are to our everyday lives. Whether it’s the school run, commuting to work, or simply for recreational purposes, cars play an essential role, which given the current economic backdrop and the uncertainty many in the industry may be feeling, is an important message for us to be communicating. I hope this campaign and our wider investment in marketing this year will make a real difference for our retailer partners and make a positive contribution to the health of the market.
At its core the campaign is about relatable life moments and the nuanced reasons why people choose their cars. Often it isn’t about wanting the best engine and flashy interior, but about having enough space for the whole family on the chaotic school run. That's where Auto Trader's expertise comes in - supporting customers on their journeys and helping them navigate all of life's twists and turns so they can find the right car for them.
Auto Trader. Britain’s Biggest Matchmaker.
To bring this important next phase of the BBM campaign to life, Auto Trader has created a TV advertisement full of relatable moments that amplify its role in helping consumers find the right car. The characters used in the scenarios celebrate real people from all walks of life.
Four key scenarios in the campaign show people at varying life stages, who have found their ‘one’, with the features and details that are most important to them. Whether that’s the one with the perfect size boot; the one for the school run; the one with keyless entry; the one with long enough driving range, or the one with a rear-view camera.
You can watch a preview of the advert here.
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