Comprising of one 30 second and one 20 second TV spot focused on buying and selling respectively, the campaign was developed and produced by creative agency glue Isobar, and directed by Mark Jenkinson. Both spots demonstrate the breadth and scale of Auto Trader’s offering for buyers and sellers and the brand’s ability to deliver an intuitive and convenient experience via multiple platforms.
Part of Auto Trader’s largest marketing investment to date, the ads feature a girl looking for her next car on her tablet and a man preparing his car for sale before snapping the car on his smartphone - demonstrating the brands multi-channel offering.
The girl’s shortlist is brought to life in the narrative as a large convoy of cars drives by in the distance. The convoy slowly reduces in number, representing the selection process buyers go through. Over 11 manufactures and 17 car makers are featured in the ad such as the iconic Golf MK2, a Porsche, Vauxhall, Citroen, BMW, Mercedes and Lexus.
Following on from the previous campaign which aired in September 2012 and explored the emotional connection people have with their cars, the new campaign not only celebrates the brand’s heritage but also demonstrates why Auto Trader is at the forefront of buying and selling new and used cars, says the company.
Jonathan Williams, Auto Trader’s Director of Consumer Marketing, said: “We know consumers want to access Auto Trader whenever and wherever, which is why our multi-channel offering is a focus for the business and a key theme in the latest TV campaign. We also wanted to demonstrate the functional role Auto Trader plays in the car buying and selling process, as well as highlighting the breadth of stock available on the site.”
Running on TV from 18th March until the end of September 2013, the ads will air on all major channels (including ITV1, Channel 4 and Sky). Media has been handled by Carat & iProspect and PR by Citizen Relations.
