Launching our brand-new marketing campaign
Helping consumers find the right car for them
This December, we will be launching a new multi-million pound marketing campaign; an evolution of the Britain’s Biggest Matchmaker platform, focusing on helping consumers find the right car for them. At Auto Trader, we understand that car buying can be a stressful experience, so we’re here to make the car buying and selling experience easier, helping consumers find the car that is perfect for their life and circumstances.
The campaign kicks off on Boxing Day, with the launch of a new TV advert alongside social and digital audio content. For the first time we will have a full YouTube take over on Boxing day and interactive Snapchat Lenses to extend our digital footprint. We will also be supporting the campaign through PR, organic social, editorial and across our site.
The campaign will continuously run, reaching 98% of the population over 14 times between Boxing Day and 31st March. The campaign is estimated to achieve over 122 million impacts across the campaign period, reaching the breadth of the nation and directing them to the Auto Trader site and onwards to your stock.
You can see a sneak preview of the ad below.
How we’ll generate over 122 million impressions
The campaign will target a mass audience, including both in- and out- of market consumers and will run across television, radio, broadcaster video on demand (BVOD), paid social, and display advertising. To raise awareness of the brand we’ll also be introducing exciting new social media content such as Snapchat filters.
We will also use our owned channels to promote it too - these will include, email, social, YouTube, search, display and the Auto Trader app. We’ll further support this with PR activity in the new year.
The TV adverts will be shown on ITV, Sky, Dave and Channel 4 and We’ve strategically placed our adverts to appear in prime viewing slots. Throughout the festive period our adverts set to appear on TV programmes such as, The Voice Kids, Lorraine, Good Morning Britain and family films over Christmas such as Shrek, Matilda and Annie.
From January you’ll be able to catch the ads featured during programs like, Limitless Win, The Masked Singer, Celebrity Hunted, Gogglebox, Taskmasters New Year Treat and The Great British Bake Off Special.
We’ll feature on radio stations such as Absolute Radio and Kiss FM with regular slots on drive time, plus we will also be delving into digital Audio across Spotify.
From February we’ll be sponsoring the Podcast, ‘Life’s a Beech’ from Alan Carr, ‘Parenting Hell’ with Rob Beckett and Josh Widdicombe and ‘Wolf and Owl’ with comedians Tom Davis and Romesh Ranganathan.
Surfacing content and help
To help consumers find the right vehicle, we’ve created a Super Hub, surfacing our Auto Trader content and help pages, as well as stock that is relevant to them.
We'll be using a new search experience that allows consumers to find vehicles based on what really matters to them, whether that be vehicle features or lifestyle preferences using new filters on the Hub.
Get stock online while buyers are browsing
To make the most of this increased traffic to site, you need to ensure that you are consuming Auto Trader's enhanced vehicle data when creating and managing adverts. You can do this through Retailer Portal or in your existing stock management software with the Auto Trader Connect - Retail Essentials integration*. This richer source of vehicle data will ensure that your vehicles are found when consumers are searching for specific vehicle features.
Don’t forget first impressions are key. In every search result on Auto Trader, you’re competing against other retailers advertising similar vehicles, all vying for that buyer’s attention. Make sure you’re completing best practices when it comes to advertising your stock and make the vehicle the star!
Take our Advertising RPM Module now > Learn more on Enhanced vehicle data >