Auto Trader is set to launch a £6.5m campaign to grow its online reach by offering customers a new way to search its digital marketplace.
A 30-second TV slot, created by Isobar, will be supported by online video content, a YouTube takeover and social, mobile and print activity.
The initiative will be targeted at those interested in buying and selling cars, with the new search features designed to make it easier for less experienced buyers to find a suitable vehicle. Filters will now allow consumers to wade through the database to cars, with each model linked to editorial and customer reviews.
Media will be handled by Isobar's sister agency Vizeum, which will maintain overall media planning and implementation and, while Dentsu Aegis Network's performance agency iProspect will handle performance.
Jonathan Williams, group managing director of Auto Trader, said: “At Auto Trader we understand that car buyers all search in different ways based on their knowledge of cars. Deciding what car to buy next can often be a difficult decision for many of us.
“We now offer ways for the unconfident car buyer to find their next car and explore cars they may not of have thought met their criteria. We want our campaign to connect with buyers that do and don't know what they are looking for next.”
Blake Cuthbert, business director at Isobar, added: “It has been fantastic for us to work so closely with the Auto Trader team to help develop their brand, product and vision, which has led to a compelling integrated campaign.”
The campaign will launch on 26 December and will roll into the first quarter of 2015 - a key period for the automotive sales.
The Auto Trader site claims 11 million monthly users, and he publication is looking to grow this figure with the campaign.