Auto Trader, the UK’s largest marketplace for new and used cars – launches its new marketing campaign on the 1st of January 2016, promoting a range of new products to help consumers buy and sell more easily.
Launching across TV and on-demand platforms, the campaign will be supported digitally with a YouTube cross platform takeover on 1stJanuary – which will feature expert editorial content for the most exciting cars of 2016.
TV viewers will see a set of six TV ads over the coming months – consisting of a 30 second lead, followed by five different 10 second creatives that offer guidance and highlight benefits of new Auto Trader products and features.
All part of an integrated campaign, the creative will cross over into digital media – where new products will be embedded into rich media display units. This includes Auto Trader’s free valuations tool, which can be used by consumers through digital creatives away from site – along with other popular features such as search.
The campaign will also be supported through social, paid search and standard display – leveraging first party data and insight to target relevant consumers. The latest campaign follows Auto Trader’s more product-driven ‘Little Sister’ ad, which aired in September and will be re-run in the New Year. The return to a product-led creative has enabled the continuation of consumer guidance and education of new features that make buying and selling easier.
Naomi Hahn, Director of Audience and Brand at Auto Trader, said: “We’ve adopted a new approach using a 30 second TV ad to show how we can help every car buyer, whether they are experienced and confident or buying a car for the very first time. We then enhance this message with a series of 10 second ads which really demonstrate how the products can help a variety of different requirements.
Auto Trader is so much more than an online classifieds site, so it was crucial that for this campaign we clearly outline the consumer benefits of all of our new products – and how they help consumers to buy and sell.”
The campaign will reach 25 million ABC1 adults throughout the Jan-Mar period, covering Auto Trader’s core buying and selling audience, and will be broadcast on primetime programming across ITV, Channel 4, multi-channel; as well as on-demand channels including 4OD, and Demand 5. The campaign was created by Isobar, and media planned by Vizeum.
Notes to Editors:
About Auto Trader
Auto Trader Group plc is a 100% digital business having successfully completed the transition from a print title in 2013. Auto Trader sits at the heart of the UK’s vehicle buying process and operates the UK’s largest digital automotive marketplace.
Auto Trader’s primary activity is to help vehicle retailers compete effectively on the Marketplace in order to sell more vehicles, faster. The Marketplace brings together the largest and most engaged consumer audience. Autotrader.co.uk attracts around 43 million monthly cross-platform visits on its sites, with around 68% of visits coming through mobile devices, with the largest pool of vehicle sellers (listing more than 400,000 cars each day). In fact over 80% of all time spent on classified sites is spent on Auto Trader. The Group does not buy or sell any vehicles itself.
Auto Trader has around 92% prompted brand awareness in the UK, with 80% of UK retailer forecourts advertising via the website and around 65% of UK used car transactions involving cars listed on autotrader.co.uk.
Auto Trader’s market-leading position enables it to generate and collect large amounts of data on the UK’s automotive marketplace and leverage it to create a suite of services that allow retailers to:
- BUY – buy the right vehicles, at the right price
- MARKET – market their brands and businesses effectively in the digital world
- SELL- sell more vehicles through advertising on the UK’s largest digital automotive marketplace
- MANAGE – optimise their stock turn and vehicle margin.
For all media enquiries, please contact:
Laura Harvey, Head of Communications
Ben Darby, PR Manager
Benjamin.email@example.com – 07703767099