Client: Auto Trader
Automotive expert Auto Trader has launched of a £2 million brand campaign to promote its mobile platform, led by a major new TV advertising campaign created by advertising agency, HMDG.
The TV campaign will run from Friday 3rd September until Sunday 26th September, with its launch spot taking place during the England vs Bulgaria game (England’s first competitive football match since the World Cup).
The TV ads are due to air on a combination of terrestrial and digital channels including ITV1, Channel 4, More4/Film4 /E4, ITV2 /3 /4, Sky 1, Sky Sports and Dave.
The burst sees the launch of the revamped brand character for Auto Trader, an animated robot named Auto. Auto will act as Auto Trader’s representative in all media from now on, personifying the characteristics and functionality of Auto Trader brand for consumers and dealers alike.
During the total run period the campaign will air over 360 times, reaching 76% of the UK’s ABC1 adults – a total of as many as 18.8 million people, each of whom will see the ad on average 4.8 times during the campaign run.
The campaign also incorporates a comprehensive spread of Out-Of-Home (OOH) ads which will run until October 10. Close to 500 billboard ads will run across the country, focusing on key areas for Auto Trader’s advertisers, UK car dealers. The London element of the campaign will also incorporate a number of key LED sites.
The campaign will also harness the latest digital targeting technologies to attract quality leads from high-traffic, well-known sites like Facebook, MSN, Top Gear and Google.
The online campaign creative, provided by Inferno London, will educate audiences to the range of great deals available on Auto Trader and encourage them to visit the site to search for cars.
The digital campaign schedule will be optimised according to the placements that drive the best quality traffic, as defined by the number of searches and responses to advertisers.
“Auto Trader has always harnessed the most effective channels to reach the car-buying consumer, both on and offline, and mobile is a key part of our strategy for the future,” Marketing Director for Auto Trader, Matt Thompson.
“Since its launch the Auto Trader mobile platform has proved hugely popular with visitors and car dealers alike and its technology has been recognised with multiple industry awards. The brand campaign is designed to make sure that consumers realize how easy it now is to find the car they want, wherever they are and whatever they’re doing.”