Tuesday, 5 July 2011

Auto Trader launches £2.5m New Cars ad campaign

“Greatest new car showroom in the www to reach over 20 million consumers from July 4th”

Auto Trader, the official presenting partner of the Goodwood Moving Motor Show, will be launching a new £2.5 million TV and media campaign to promote its New Cars website (www.autotrader.co.uk/new-cars) on Monday 4th July. The campaign launches with a new TV advert in July appearing on all major commercial channels with the aim of driving consumers across the UK on to the New Cars site.

Advertising agency HMDG created the new campaign around the concept of the ‘Greatest new car showroom in the www’ – a theme that encompasses both the range of cars available on the site and also its user-friendly research and car comparison experience, which has been designed as a result of extensive consumer research and beta testing to help consumers identify and purchase the right new car for them.

Media channels to be used in the campaign include TV, Video on Demand, online display, social, eCRM, SEO, PPC and public relations. The campaign also involves Auto Trader’s sponsorship of the Goodwood Moving Motor Show, which takes place on Thursday 30th June.

Since its launch earlier this year the New Cars site has secured over 2.5 million page impressions 1 to date, with over 600,000 unique users in its first month, demonstrating the power of the Auto Trader brand name and the customer reach it provides advertisers both on a national and regional level. Research conducted on Auto Trader’s New Cars site shows that 84 per cent of users are actively looking to buy a brand new car2, a clear demonstration of the value of the site and its ability to provide quality leads. 61 per cent of visitors further stated their intention to buy a new car in the next 3 months4.

Matt Thompson, Marketing Director at Auto Trader, comments: “Our New Cars site has already become one of the leading destinations for new car buyers in the UK and this campaign aims to make it number one. Its scope and reach make it an ideal platform to reach a targeted audience with a clear interest in making a purchase, allowing advertisers to reach local buyers in the way and at the time that will get the best possible response.”

Nick Hurrell, Managing Partner at HMDG, adds: “The New Cars launch is a major strategic step for Auto Trader. The advertising campaign is also moving up a gear, as we launch the greatest new car showroom in the www.”

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