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Auto Trader Rolls Out Its Biggest Brand Campaign To Spike New Car Sales
Auto Trader has launched its largest marketing investment to date, aiming to drive a significant increase in engaged buyers for its partners' 20,000 brand-new and 37,000 nearly new cars. The ‘Found AT’ campaign, which precedes the September plate change, is expected to reach 96% of the UK’s adult population 35 times over the next six months.
This multi-million-pound campaign represents a major milestone in Auto Trader’s dedication to assisting retailer and brand partners navigate the evolving challenges of the new and nearly new car market. The initiative aims to boost the existing 2 million monthly visits and approximately 6.5 million daily searches on Auto Trader’s platform.
The campaign underscores Auto Trader's commitment to providing a convenient and transparent car buying journey. It highlights the availability of thousands of brand-new and nearly new cars of various sizes and fuel types, ready for immediate purchase without wait times.
A significant aspect of the campaign is addressing the current stagnation in new electric vehicle (EV) demand amid increasing Zero Emission Vehicle (ZEV) target pressures. The campaign will feature EV models prominently, including a dedicated TV spot and digital campaign focused on Auto Trader’s successful monthly electric vehicle giveaway.
Over nearly four years, this initiative has seen an investment of around £5 million, attracting over 12 million entrants and awarding 44 EVs as prizes. This effort aims to stimulate consumer interest in electric vehicles.
Targeting Undecided Buyers
The ‘Found AT’ campaign also targets consumers who are undecided between purchasing a new or used car. According to Auto Trader’s research, more than three out of ten visitors (31%) are open to either option. By offering a comprehensive view of both new and used cars, Auto Trader aims to convert some used car buyers into new car buyers.
The campaign includes attention-grabbing digital and out-of-home executions, along with a 30-second advert directed by award-winning advertising director Glenn Kitson. This advert will be broadcast across Channel 4, Sky, ITV, radio, and cinema trailers for major films like Beetlejuice, Wolfs, and Joker: Folie à Deux.
Engaging Across Multiple Platforms
To engage users at all stages of their car buying journey, the campaign will also be featured on Auto Trader’s owned channels such as onsite content, email campaigns, app notifications, search results, and organic social media activity across YouTube, Facebook, Instagram, and TikTok.
Ian Plummer, Auto Trader’s Commercial Director, stated: "We’re in a fortunate position to increase our investment in driving more engaged buyers to our partners’ stock. As market dynamics change and EV target pressures mount, this campaign highlights our commitment to our partners."
Retailer Perspectives
John Smyth from Swansway Motor Group commented: "The new car market is under pressure compared to used cars. We’ve been strategic in our marketing channels with Auto Trader’s help. Their support has made our digital showroom as effective as our used car forecourt."
The campaign offers all new car retailers a free two-month trial on Auto Trader’s platform if they are not already advertising their stock. Retailers can contact their account manager or visit Auto Trader's website for more details.
Auto Trader Group plc is the UK’s largest automotive platform listed on the London Stock Exchange since March 2015. It is committed to creating a diverse culture and promoting environmentally friendly vehicle choices while providing an industry-leading technology platform for car buying.
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