Leading British auto vertical Auto Trader.co.uk has launched a major new marketing campaign focused on promoting new car sales. The campaign will be aired on live British television, radio, video-on-demand, paid social and display advertising through June and July.
The marketing drive will show what the modern-day car buying experience is like. It aims to position Auto Trader as a tool to help buyers choose the right car in a chaotic buying environment where they need to consider fuel types, changing government policies, social media influence and the opinions of friends and family.
Auto Trader claims its new campaign will reach 74 percent of the U.K.’s adult population and will be seen or heard 541 million times. It wants to promote the messages that cars are available to drive away immediately and at pre-haggled prices.
This follows Auto Trader’s new car proposition launch which lets retailers promote their new car stock the marketplace. This has led to more than 1 million unique potential buyers viewing brand new cars in May — more than doubling Auto Trader’s new car audience compared to eight months ago.
“Ever since we first launched our new car proposition, we have always had one clear objective in mind: to be to new car what we are to used,” commercial director Ian Plummer said. “Fundamental to that is creating a quicker and more transparent new car buying experience for consumers.
“Industry jargon, media noise, technical reviews or advice from friends and family [means] consumers find the new car journey a confusing and frustrating one. We aim to cut through the noise.”