The Drum Awards for Marketing - Extended Deadline

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By Ishbel Macleod, PR and social media consultant

January 16, 2014 | 2 min read

Motors.co.uk has unveiled a new campaign, created by Brave, which aims to help customers overcome the ‘carfuffle’ they face when finding the right car.

The first of these ads depicts a dream state, featuring a brightly coloured fairground-style car carousel and a female consumer who feels like she’s ‘going around in circles’ trying to find a used car.

Ash Bendelow, MD of Brave, said: “Working with Motors.co.uk we identified that for many, car buying is a far from pleasurable experience and that buyers experience a great deal of uncertainty and anxiety throughout the process. These spots acknowledge this familiar emotional roller coaster, before presenting Motors.co.uk, and the site's tools, as the solution to the potential pitfalls of the traditional search model.”

The first of two ads is set to be unveiled tonight, before appearing on Sky Sports ‘Super Sunday’ as Chelsea take on Manchester United. The ad will then air on over 100 channels.

Dermot Kelleher, head of research and marketing at Motors.co.uk, said: “We are thrilled to launch our Carfuffle campaign. We believe the TV advertisements are the perfect way to bring Motors.co.uk to the forefront of people’s minds. We’re driven by the desire to better connect consumers and our advertising car dealers and by showcasing our new site functionality and the benefit it delivers to consumers, we have a compelling creative that will help drive more consumers to Motors.co.uk to find the right car for them. ”

As well as TV, the campaign is set to include radio, outdoor, appear on high profile websites and will be supported through massively upscaled search and digital media spend.

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