Press release

Auto Trader launches new TV ad focusing on a family’s need to changes cars

Auto Trader, the largest the UK’s largest digital automotive marketplace for buying and selling new and used vehicles, is launching a new TV campaign that showcases the ease of selling a car through its private online listings.

Created by Isobar, the film takes the perspective of a little boy whose growing family needs to upgrade to a bigger car. We see how, by giving consumers access to three times more buyers than any other site, it’s never been easier to sell a car through Auto Trader.

The new TV campaign launches on 1st September and will run throughout September and October, encouraging both buyers and sellers to use Auto Trader. The advert focuses on a family’s need to change their car, following the imminent arrival of a new baby, and is shown through the eyes of a young boy helping his Dad prepare to sell their car.

The advert’s messaging aims to reinforce Auto Trader’s audience leadership position, over 80% of all time spent on classified sites is spent on Auto Trader. The use of multiple cars (hatchback and family SUV) also highlights the range of cars available through Auto Trader. It focuses on both buying and selling, as 95% of all sellers are also buyers.

Naomi Hahn, Director of Audience and Brand at Auto Trader, comments:“It’s really important for us to continue to grow our audience and that’s all about increasing our relevancy to consumers. We help throughout the whole car buying process and our new ‘Little Sister’ campaign shows consumers just how easy it is to sell their car through Auto Trader, and also offers them a huge choice of cars from thousands of dealers and private sellers to buy.”

The campaign will reach: 21.9M ABC1 adults, Auto Trader’s core buying and selling audience and will be broadcast on primetime programming across ITV, Channel 4, Sky 1, Sky Atlantic and E4; as well as demand websites including 4od, Sky Go and Demand 5.

To support and amplify the TV burst, the campaign will also include activity across digital display, social, PR, email, direct mail and PPC. Auto Trader will also take over high-engagement sites such as Yahoo and The Telegraph to extend its reach beyond TV in a bid to drive consumers through to the Auto Trader site. The brand will also increase investment in PPC and display to ensure its leveraging the interest generated by TV to capture as many in-market consumers as possible, delivering increased traffic to the site.

Simon Clancy from Isobar comments:

Creative Direction was handled by Simon Clancy, the Group Creative Director, and Darren Giles, the Creative Director. Creative was by Jan Pruijser and Rachel Clough. The spot was directed by Jackie Oudney through The Gate. Vizeum were responsible for media planning and buying with iProspect managing digital activations

CAMPAIGN DETAILS:

BRAND: Auto Trader

FILM TITLE: ‘Little Sister’

TIME LENGTH: 30secs

LIVE DATE:September 1st 2015

AGENCY: Isobar

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 44.5 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 its possession of such data to create a suite of services which seek to 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.
Thanks to everyone that played #ATFestive today. In case you weren't sure of the answer, here it is... We'll announce the winner on Monday along with the next question. Have a great weekend 🎅 https://t.co/sLZI6mTlKr
Day five of the #ATFestive giveaway. If you work in the UK automotive industry and fancy winning a £50 Amazon voucher for you or your team, just answer this question....you shouldn't have too far to go to find the answer 😉Good luck! 🎄🎄 https://t.co/wKLWluYym9
According to data from the Auto Trader Fastest Selling Index the @renault_uk Zoe was the UK's fastest selling used car in December AND 2019 as a whole. It marks the first time a pure #electricvehicle has taken the annual top spot. Read more here: https://t.co/UnmbW8lHEz https://t.co/XBRj8E9EsW
Thank you to everyone who's been playing #ATFestive this week. Yesterday's winner, who answered correctly that the @PeugeotUK 3008 was the Auto Trader New Car of the Year 2019 is....@chevroncars 🥳 Well done guys. Stay tuned for today's question https://t.co/elccev0yz3
And that's it for day four of #ATFestive. Here's the answer - it is of course the brilliant @PeugeotUK 3008. Thank you to everyone who played today. We'll reveal the winner tomorrow along with question 5 🎄 https://t.co/TcZCTDL5Xh
Day four of #ATFestive and your chance to scoop a £50 Amazon voucher for you or your team. If you work in the UK automotive industry, all you need to do is answer today's question by 5pm this evening. Good luck! 🎁🎁 https://t.co/PJiYCT6MrL
Congratulations to the team at @RobinLuscombe ...you've won yesterday's #ATFestive giveaway and a £50 Amazon voucher 🥳 Stay tuned for today's question 🎅 https://t.co/OPcrvnLtng
And that's it for another day of #ATFestive - here is the answer. Did you get it right? Thanks so much to everyone that's playing along. We'll be revealing the winner tomorrow, along with question 4. Good luck! 🎄🎁 https://t.co/sOnAmMEF1x
Day three of #ATFestive. If you work in the UK automotive industry then here's your chance to win a £50 Amazon voucher. Just answer the question below by 5pm. Good luck 🎄 https://t.co/TyJ26ehSDe
Congratulations to the team at @RMI_NFDA for answering yesterday's #ATFestive question correctly. A £50 Amazon voucher is on its way! Stay tuned for today's question 🎅🎁 https://t.co/n8Qp2Tla2a

Auto Trader Group plc
Registered in England (Company number: 09439967)

Auto Trader Limited
Registered in England and Wales (Company number: 03909628)

Registered address:

1 Tony Wilson Place
Manchester
M15 4FN
VAT number: GB 614 8918 20

Keep in touch

We use social media to speak to the UK’s largest car buying audience