Our most significant advertising campaign to date
As part of our continued commitment to support the automotive industry, Auto Trader is launching a new multi-million pound brand campaign on Boxing Day. We’re still putting the finishing touches to it, but you can see an early preview below. We’ll share the new adverts with you in full as soon as they’re ready.
Set to run throughout 2021
The campaign marks the longest ever running campaign and our most significant marketing investment to date and will run alongside our ‘Weekends on Dave’ which began sponsoring back in August.
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.
Targeting a mass audience
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.
We will use our own channels including email, social, YouTube, search, display and app to also promote and further support this by PR activity in the new year
We will generate over 45 million impressions from the campaign with our TV adverts being shown on ITV, Sky, Dave, Channel 4. We’ve also strategically placed our adverts to appear in prime viewing slots, with our adverts set to appear throughout the festive period on TV programmes such as Coronation Street, BT Sports as well as movie showings of Skyfall and Hidden Figures.
Driving hundreds of millions of impressions
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.
Raising awareness of the ease and convenience when buying from retailers
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.”
Meet the characters
Joshua and Dale
This cultural pair have a taste for the eccentric, the quirky, the flamboyant. They’re not looking for something ordinary. They’re looking for liberation. Expression. Something forward thinking. They want to get charged up and go electric. They found what they were looking for on Auto Trader and we can help with your unique needs to promote your stock and business in front of the largest UK audience.
Sharon
Sharon was always looking for a bit of fun and excitement, but she liked to know she would be in safe hands. She was constantly torn between comfort and fun. She was looking for something a little divisive. Thrilling. Something with a magic touch. She found what she was looking for on Auto Trader and with a variety of products to promote your stock and business in front of the largest UK audience, we’ll have what you’re looking for.
Jan and Mike
Jan and Mike are a sociable couple that love to explore their curiosity and keep things fresh. To them, variety is the spice of life. They don’t mind if it’s a new adventure or something they’ve tried before. They’re always up for the occasional swap and a new set of keys to put in the bowl. With more choice than anywhere else, they found what they were looking for on Auto Trader. Get your stock seen by the largest UK automotive audience with our range of packages and products.
Emma
Emma’s never been one for long-term commitment. She liked to know she was making the right choice and could trust what she was doing. She was ready for the next adventure in her life but wanted that reassurance things would work out. On Auto Trader she found her match, read the reviews and it was available by click and collect the same day. It truly was a very special day indeed. With a range of products to help promote your stock, services and business we’ll help you connect with more of the right buyers.