Auto Dealer will launch its largest built-in advertising marketing campaign on Boxing Day to drive customers available in the market for brand spanking new and used automobiles to its retailer companions.
The subsequent part of Auto Dealer’s ‘Britain’s Largest Matchmaker’ marketing campaign has a completely built-in and multi-channel method, with above the road platforms together with TV, broadcast video on demand (BVOD) and radio, in addition to digital exercise spanning social, show, digital audio and on-line video.
It can additionally stay all through Auto Dealer’s owned channels and platforms together with on its web site, e mail, in app, and search, in addition to natural social exercise throughout YouTube, Fb, Instagram, and TikTok, focusing on its 2.1 million followers and subscribers.
The marketing campaign, which can goal a mass viewers, will attain 99% of all UK adults on TV and radio over 14 occasions, mentioned Auto Dealer.
Mixed exercise is estimated to generate round 122 million impacts delivered between twenty sixth December and thirty first March; the digital exercise alone is predicted to be seen circa 80 million occasions.
“We’re in a lucky and really privileged place to have the ability to improve our advertising funding to drive client consciousness of not simply our model, however of automobile possession extra typically. This new part of the marketing campaign goals to focus on simply how integral automobiles are to our on a regular basis lives,” mentioned Auto Dealer’s chief working officer Catherine Faiers.
Auto Trader recorded pre-tax profits of £310 million in 2021 from £432.7m revenues.
Faiers added: “Whether or not it’s the varsity run, commuting to work, or just for leisure functions, automobiles play an important position, which given the present financial backdrop and the uncertainty many within the business could also be feeling, is a vital message for us to be speaking.
“I hope this marketing campaign and our wider funding in advertising this yr will make an actual distinction for our retailer companions and make a constructive contribution to the well being of the market.”
At its core the marketing campaign is about relatable life moments and the nuanced the explanation why individuals select their automobiles.
The TV advertisement, which launches on Boxing Day, is filled with relatable moments that amplify its position in serving to customers discover the proper automobile. The characters used within the eventualities have a good time actual individuals from all walks of life.
4 key eventualities within the marketing campaign present individuals at various life phases, who’ve discovered their ‘one’, with the options and particulars which are most necessary to them. Whether or not that’s the one with the right dimension boot; the one for the varsity run; the one with keyless entry; the one with lengthy sufficient driving vary, or the one with a rear-view digicam.
Auto Dealer believes used automobile costs in early 2023 will stay secure, and nicely forward of historic market developments pre-pandemic.
Its director of knowledge and insights, Richard Walker, mentioned motor retail is “getting into the brand new yr with momentum behind us”.
“All through this yr, the market has been pushed by the degrees of provide, greater than demand.
“We’ve constantly seen on our market, that the place there’s inventory there’s been robust client urge for food. With neither a crash in demand or a surge in provide in sight, we imagine this dynamic will proceed into the brand new yr and can assist hold costs secure,” mentioned Walker.
