Auto Trader will launch its largest integrated marketing campaign on Boxing Day to drive consumers in the market for new and used cars to its retailer partners.
The next phase of Auto Trader’s ‘Britain’s Biggest Matchmaker’ campaign has a fully integrated and multi-channel approach, with above the line platforms including TV, broadcast video on demand (BVOD) and radio, as well as digital activity spanning social, display, digital audio and online video.
It will also live throughout Auto Trader’s owned channels and platforms including on its website, email, in app, and search, as well as organic social activity across YouTube, Facebook, Instagram, and TikTok, targeting its 2.1 million followers and subscribers.
The campaign, which will target a mass audience, will reach 99% of all UK adults on TV and radio over 14 times, said Auto Trader.
Combined activity is estimated to generate around 122 million impacts delivered between 26th December and 31st March; the digital activity alone is expected to be seen circa 80 million times.
“We’re in a fortunate and very privileged position to be able to increase our marketing investment to drive consumer awareness of not just our brand, but of car ownership more generally. This new phase of the campaign aims to highlight just how integral cars are to our everyday lives,” said Auto Trader’s chief operating officer Catherine Faiers.
Auto Trader recorded pre-tax profits of £310 million in 2021 from £432.7m revenues.
Faiers added: “Whether it’s the school run, commuting to work, or simply for recreational purposes, cars play an essential role, which given the current economic backdrop and the uncertainty many in the industry may be feeling, is an important message for us to be communicating.
“I hope this campaign and our wider investment in marketing this year will make a real difference for our retailer partners and make a positive contribution to the health of the market.”
At its core the campaign is about relatable life moments and the nuanced reasons why people choose their cars.
The TV advertisement, which launches on Boxing Day, is full of relatable moments that amplify its role in helping consumers find the right car. The characters used in the scenarios celebrate real people from all walks of life.
Four key scenarios in the campaign show people at varying life stages, who have found their ‘one’, with the features and details that are most important to them. Whether that’s the one with the perfect size boot; the one for the school run; the one with keyless entry; the one with long enough driving range, or the one with a rear-view camera.
Auto Trader believes used car prices in early 2023 will remain stable, and well ahead of historic market trends pre-pandemic.
Its director of data and insights, Richard Walker, said motor retail is “entering the new year with momentum behind us”.
“Throughout this year, the market has been driven by the levels of supply, more than demand.
“We’ve consistently seen on our marketplace, that where there’s stock there’s been strong consumer appetite. With neither a crash in demand or a surge in supply in sight, we believe this dynamic will continue into the new year and will help keep prices stable,” said Walker.