As part of its ongoing commitment to support the automotive industry, Auto Trader is launching a new multi-million pound brand campaign on Boxing Day. Set to run throughout 2021, it marks the brand’s longest ever running campaign and its most significant marketing investment to date.
Highlighting Auto Trader’s rich heritage in the British car buying journey and its role in connecting the right buyer with the right seller for over 40 years, the campaign celebrates the diversity of the nation’s motorists. With the headline ‘Britain’s biggest matchmaker’, it will include a series of light-hearted advertisements showcasing the unique tastes of car buyers and features the voice talents of acclaimed British actor, Jennifer Saunders.
The campaign, which will target a mass audience, including both in- and out- of market consumers, will run across television, radio, broadcaster video on demand (BVOD), paid social, and display advertising. It will be amplified through Auto Trader’s own channels, including CRM, organic social, YouTube, search, display and its app. It will be further supported by PR activity in the new year.
Across all the channels, the campaign will drive hundreds of millions of impressions in the first quarter of 2021, reaching 72% of UK adults, with each of them seeing or hearing the adverts an average of 12 times.
Targeting both new and used car buyers, the campaign will raise awareness of the ease and convenience of modern digital retailing, including new buy online services, such as click & collect and home delivery. Over 365,000 cars are currently available to buy on the Auto Trader marketplace via these channels.
Commenting on the campaign, Auto Trader’s COO, Catherine Faiers, said: “We’re excited about the scale of this campaign, but we’re also incredibly proud of what it represents. This year the industry has faced huge challenges, and throughout we have been committed to providing support in every way we can; both financially and by providing the tools required to adapt to a rapidly evolving retail landscape.
“We’ve also worked hard to drive awareness that the industry is open amongst the millions of people that know and trust our brand and is ready to meet their individual car buying needs. This campaign is part of that commitment, and we hope it will make a real difference for our retailer partners throughout 2021 and in particular, help give them the very best start to the new year.”