Over £500,000 worth of EVs given away, as Auto Trader’s Electric Car Giveaway competition reaches one-year milestone
Auto Trader’s epic Electric Car Giveaway has marked its one year anniversary, after giving away over £500,000 in electric vehicles as prizes. Over the course of the competition more than 2.5 million people entered hoping to win one of the brand-new electric vehicles (EV) up for grabs each month.
The campaign has been a great success in not only building awareness of Auto Trader as a new and used electric vehicle destination, but also driving more consumers to its retailer partners’ EV stock. In fact, over the last 12 months, there’s been a huge 67 million EV advert views on its marketplace, equating to a whopping 59% increase on the prior year. There’s also been a significant spike in engagement onsite, with an 87% increase in the volume of EV leads sent to retailers over the same period.
Each month, the competition was marketed heavily across Auto Trader’s channels to reach a huge consumer audience, which included home-page take-overs on Auto Trader.co.uk, targeted display and pay-per-click activity, as well as extensive CRM and social media promotion targeting its more than 2.6 million followers and email subscribers. Social activity included regular content on its YouTube channels featuring bespoke content with Rory Reid which have achieved over Xm views. As a result, each month saw an average of 200,000 entries and over half a million-page views on the competition homepage, 400,000 of which were unique.
Auto Trader kicked off the campaign in May 2021, with a Tesla Model 3 available to win. Since then, a broad range of premium and volume brand EVs have been given away, including a Jaguar I-PACE, Vauxhall Corsa-E, Hyundai KONA, and a MINI Electric.
In a continuing commitment to raise consumer awareness of electric vehicles and to help keep motorists informed on changing legislation as the UK moves towards the government’s 2030 targets, Auto Trader’s Electric Car Giveaway will continue for a second year.
Commenting on the campaign, Catherine Faiers, Auto Trader’s Chief Operating Officer, said: “Auto Trader is where UK consumers find their next car and so , it’s vital that we play our role in supporting and encouraging more consumers to make the switch to an electric car as we move ever closer to the government’s 2030 deadline.
“As part of our broader strategy to drive awareness amongst consumers, we wanted to create a campaign that would help us engage, inform and excite people around the growing range and capabilities of EVs, and importantly to drive more consumers to retailers’ electric stock. Our Electric Car Giveaway has achieved just that and highlights our commitment to helping both car buyers and the industry move towards a cleaner and more sustainable future.”
The number one destination to buy and sell electric cars
The Electric Car Giveaway represents another step in establishing Auto Trader as the leading EV buying and selling destination for car buyers and retailers. For car buyers, it offers an unparalleled level of convenience and choice. Auto Trader employs sophisticated machine learning to offer consumers bespoke recommendations to help them choose from one of the c. 10,000 EVs advertised on its marketplace, including nearly 2,600 brand-new models.
It also provides easily accessible buying/owning advice, including editorial reviews, articles exploring key consumer concerns, dedicated EV content on its social channels, and even an interactive charge-point map. It also offers a uniquely transparent buying experience, not only featuring range and charge time within its core search function, but also creating a cost calculator to help people better understand the benefits of switching.
As well as connecting retailers with more EV considerers than anywhere else (one in five new car considerers now look at an EV on its marketplace), Auto Trader provides its industry partners with unprecedented levels of data and insights. Due to the scale of its data, its able to provide retailers, manufacturers, and insurers, as well as the finance, government, and energy sectors, the most granular view on consumer demand, supply, and overall market health. What’s more, using its advanced capabilities, retailers are able to plan through current and future values, as well as assist in the day-to-day merchandising and selling of EVs.